Dukane came to Willful for help in updating its visual brand and launching its new laser welding technology.

Dukane is an award-winning laser technology leader focused on a customer-centric approach. They develop solutions that meet the unique requirements of each customer’s application. It is a worldwide organization that offers the largest plastic welding portfolio with a global support system that’s available 24 hours a day. Operating in major verticals that include automotive, medical, electronics, packaging, nonwoven, food, automation, and cutting, Dukane brings to bear on each solution over 100 years of technological expertise and operates facilities and offices throughout North America, Europe, and Asia. We worked with Dukane to develop the strategy and brand for their new NRG™ product launch, and their Infinity™ product launch, build the Dukane brand, and build brand awareness.

WHAT WE DID

Brand Audit

Brand Positioning

Brand Development

Brand Voice

Brand Messaging

Brand Strategy

Brand Identity

Brand Architecture

Industry Insights

Audience Research

Content Strategy

Copywriting

Product Naming

Logo Design

Photography

Ad Campaign

Video

Web Design

UX/UI Design

Print Collateral

Trade Show Booth

Pre-Show & Post-Show Strategy

Social Media

Email Marketing Campaign

PR

Brand Guidelines

Brand Collateral

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The Challenge

Dukane needed help in developing a more cohesive consumer experience that would assist in repositioning its brand as the category leader in plastic bonding technology and platform engineering and manufacturing. Our challenge was to make customers aware of the wide variety of products that Dukane had acquired through the original business model as well as through recent acquisitions worldwide. Not only making consumers aware of all the products now available but also the efficiencies they could gain, by considering a full-service developmental partner in selecting the bonding technologies necessary for their success. The partnership paved the way for Dukane’s first-ever global brand redirect — titled “Dukane. Leading Where Others Follow.”

Our Solution

The answer was to create a targeted multi-tactical media approach to build brand awareness. Trade shows, collateral materials, social media, print, paid media, video, testimonials, a new site, and a total revamp as to how they communicated to their customer base about their technology. All tactical media placements that supported the brand statement. This sold the brand reinforcement that put the consumer in charge; it truly is all about them and their needs. Brand architecture was developed and brand guidelines were created to help present the new brand in a more cohesive manner and structure across all marketing tactics.