THE CLIENT
Dow Corning was established in 1943, and specifically formed to explore the development potential of silicones. The company has grown to become a global leader in silicone-based technology and innovation. Headquartered in Michigan, USA, Dow Corning Corporation is a truly global company, with a worldwide distributor network, and nearly 9,000 employees working across the world. In 2010,
Dow Corning created the DEFLEXION™ brand; launching a range of shock absorbing high performance materials that utilise the latest silicone technology, to create unique impact protection solutions. |
THE CHALLENGE
Having successfully worked with many of the leading brands in the action sports industry,
Dow Corning approached Brandwave to help them develop the DEFLEXION™ brand further by using an integrated marketing strategy, and both a trade and consumer facing marketing campaign.
Dow Corning wanted to globally communicate the unique selling points of DEFLEXION™ material in a clear and consistent manner across a broad range of sports markets; from mountain biking to snow sports. The challenge was to create a consistent ingredient brand message which could be incorporated into all of the DEFLEXION™ brand's own marketing communication, as well as any subsequent communication by the sport brands that use their material. |
THE RESULT
Working closely with
Dow Corning, Brandwave developed the DEFLEXION™ brand strategy and subsequent brand guidelines. The guidelines detailed the DEFLEXION™ brand ethos, target markets, visual identity, and tone of voice. Brandwave have since worked extensively with the brand to create all materials, from brochures to photography, as well as several multimedia projects including key designer interviews, and an aspirational brand movie. Brandwave also signed up Pro wake boarder Matt Crowhust and Snowboarder and 3 times World Champion Xavier de Le Rue as DEFLEXION™ team ambassadors.
Dow Corning are now working with Matt and Xavier and a team of freelance product designers to create bespoke protective garments and kit, that illustrates to trade how DEFLEXION™ materials can be utilised. Brandwave continue to follow the entire design process with their cameraman, creating the DEFLEXION™ brand Ambassador Series to provide an in-depth insight into the varying stages of development. Follow this link to watch the first episode in the series. Next installment coming soon! |
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