AS THE LEADER OF THE AUTO PARTS AFTERMARKET, DORMAN’S SUCCESS HINGES ON INNOVATION.

OBJECTIVE

Dorman is an industry leader in the auto parts aftermarket and needed a rebrand positioned around its core competency—innovation.

SOLUTION

Like most rebrands, we started with research and strategy. We looked into the existing Dorman brand, learned its history, toured its facility, and even chatted with some of its employees. By doing so, we collected countless data points, information, and insight that would fuel our strategy.

Once the strategy was taken care of, we began concepting a brand identity and campaign that would show off what made Dorman, Dorman. We highlighted their no-nonsense process when it comes to making new parts. If a part is going to help others or improve their lives, Dorman doesn’t think about it. Dorman makes it.

The direction we landed on was built around the idea of “Solutions First,” highlighting the brand as an innovator in the space rather than just a manufacturer.

The creative included bits and pieces that make Dorman unique, like fingerprints and small, handwritten details like technician signatures. For messaging, we incorporated specific product details and references pulled from Dorman’s massive product catalog.

This rebrand positioned Dorman to speak directly to their customers about their solution-oriented approach and also laid the groundwork for additional strategic growth for years to come.

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