Rebranding značky Doosan na Develon

Following an acquisition, Doosan was set to undergo a transformation and unveil a completely new identity—Develon. Our challenge was to design and execute a rebranding campaign for Europe that would not only preserve but also enhance the company’s established reputation and position in the construction, mining, and demolition industries.

Develon (dříve Doosan Infracore) patří mezi přední výrobce těžké stavební techniky na světě a průkopníky mnoha technologických inovací. Historie firmy, jež má silnou distribuční síť po celé Evropě i mimo ni, sahá až do roku 1896 do Jižní Koreji a její stroje jsou oblíbené pro svou kvalitu i dlouhou životnost.

Task and Objectives
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‍Following an acquisition, Doosan was set to undergo a transformation and unveil a completely new identity—Develon. Our challenge was to design and execute a rebranding campaign for Europe that would not only preserve but also enhance the company’s established reputation and position in the construction, mining, and demolition industries.

Preparing the Campaign
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‍We chose a unique approach for the rebranding campaign, focusing on the real experiences and emotions of actual customers, which we captured in a series of videos.

We opted for this strategy knowing that industry professionals value reliability and solid relationships with distribution partners over glossy corporate messages. Our aim was to show that, despite the rebranding, these essential qualities remain unchanged.