We started by gaining an in-depth understanding of how DMM design and create both innovative and groundbreaking climbing safety gear for the public and professionals, the way the business portrayed itself needed to reflect this.
Key requests were to retain the logo and shout that the gear they produce is made in Wales and manufactured to a higher standard than anywhere else in the world.
After performing a critique on the design of the logo, we were able to redesign it whilst keeping its essence. This then helped inform the rest of the style and enable us to create a new brand identity toolbox.
- A carefully selected colour palette – reinforcing the Welsh aspect
- The typeface chosen was specifically to help mirror the logo
- The diagonals (or mountains) on the DMM were used as direction arrows and content dividers – strengthening the brand
- The design of the logo was transferred to DMM Professional bring the brand under one style
- The product catalogues were redesigned using the new brand toolbox
- Advertising, posters and packaging was designed and produced for the brand identity design relaunch at the International German Roadshow later that year.