The brand had not been really been touched for 15+ years. The new CEO, Marco, along with the family owned leadership team, was eager to refresh their brand and prepare for growth.
RESEARCH: Listening was key. Seeking to understand the heart and heritage of Dovetail's stakeholders forced us to adopt a keen ear. We observed intimately, seeing how they operate as a team in hopes of capturing the magic they already possessed.
DEVELOPMENT: We determined the exact right position for the brand based on who Dovetail already was and in relation to their marketplace competition. We discovered an amalgamation of the target and core demographic and their key psychological needs that Dovetail could fulfill.
A whole new dovetail. Ready to be released to the world. We'll let you know when it's live.