Detroit Diesel Redesign 2008
Detroit Diesel Brand Building
Improving Customer Loyalty
In today’s customer-driven economy, it is more important than ever for a company to connect to their client base. In 2008, Detroit Diesel, a heavy-duty engine manufacturer and long-time client of Pop Art, asked us to better foster communication with their customers through a new web presence. The new web site had to be search engine optimized, a launch pad for new products, visually appealing, and intuitive to navigate.
Spreading a Brand Throughout the Site
Pop Art had previously tested a more engaging, less engineering focused brand voice on a small portion of the web site. It coincided with the launch of the new DD15 engine. The new image was one of strength, power and efficiency, and this was expressed through a more casual, narrative and anecdotal voice. After the success of that effort, the client decided to spread that tone throughout their entire site.
Pop Art built the site to be easily upgradeable as new products were launched. The site has served as a key piece of media for the promotion of their new DD13 engine.
Raising EPA 2010 Awareness
Finally, Pop Art had to raise awareness of the upcoming EPA emissions regulations:
- Highly technical and political issue
- Necessitated thorough understanding of subject matter
- Site-wide in-bound promotions
- Had to maintain voice that was established throughout the rest of the site