Renovating a Brand


Project Description

Dex is one of the country’s leading suppliers of recycled, renovated and surplus heavy-duty truck parts.  They came to Vela asking for a new brand look that better captured their leadership position in the industry and better communicated their dedication to the environment.

Project Details

Client Dex
Date 2014
Skills Branding
Manager Michelle Soyars

Our Role:
  • Develop the strategic brand positioning for Dex and gain agreement across all corporate stakeholders
  • Create the brand’s new logo, tagline and graphic architecture
The Challenge:
  • Conduct a deep dive into the brand’s history, mission, business strategy and differentiating points
  • Recommend a new brand positioning, communication strategy, tone and set the direction for a new brand look and feel
  • Lead the branding and logo development process, gaining agreement from a variety of stakeholders
  • Launch the new brand across all platforms
The Solution:
  • We designed a new logo that sets the brand apart and immediately communicates both the business that the company is in, as well as the brand’s core values
  • We created a quick, memorable tagline: “CheckDex”
  • All of this was brought to life in every facet of the business
The Outcome:
  • The new logo and comprehensive brand look has rolled out across all communication vehicles (collateral, website, emails, and even the building itself) to strong review
  • The new look has helped create higher engagement from dealers and customers and strong interaction and sales on the brand’s website, and provided momentum and vision within the brand’s corporate leadership for future growth

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