THE BRIEF Dolan & Traynor is the tri-state distributor of DuPont's Corian and Zodiaq solid service materials with almost 50 years of equity behind their logo. They didn't want to part with it, but in today's competitive environment, they knew they needed to communicate their expertise with an image that stood out from the rest. Dolan & Traynor was in need of a BRANDOVER®. BRANDOVER® — the act or process of making changes to improve the appearance or effectiveness of a brand.

THE SOLUTION

To reflect the solid and dependable company that Dolan & Traynor is, without losing the legacy of a hand-drawn logo, we needed to evolve their brand image. The logo was redrawn, giving it smoother lines, more consistency, and more oomph by making it solid. In addition, the products that Dolan & Traynor sells were used as the main visual focus throughout their brand identity and collateral material, making them more of the focus.

“Elsebeth has elevated our brand. With time and patience Elsebeth guided us from what we were originally looking for to what we really needed, a brand refresh. During every creative development Elsebeth provided us with the “ask” but always included options that opened our eyes to achieving more and going further down the path. We now have a revived brand, a website that also serves as a great in the field sales tool and marketing pieces that have a consistent brand flavor. As we continue to work with Elsebeth we are always impressed with what she delivers.
     To sum it up,  Elsebeth doesn’t just deliver what you ask for she delivers what you need.”

Robin Jordan Director of Sales and Marketing / Dolan & Traynor

THE RESULTS
Raised the fifty-year-old company’s brand value, attracting the attention of the country’s largest independently-owned distributor who later acquired them.

MORE CASE STUDIES: 
AMERICAN EXPRESS | CCE | DHL | HP | JUMP FORWARD | NOT BLUE DESIGNS