Revamping Desert Works Propulsion's Brand Identity and Digital Presence

Project Type

Creative Direction, Website Design + Development, Marketing, Brand Identity

Industry

Aerospace/Engineering

Deliverables

Brand Identity, Website Redesign, Marketing Collateral, Social Media Strategy, SEO Optimization, ADA Compliance, Copywriting Collaboration, Print & Digital Marketing Materials

Image showcasing different branding elements created for Desert Works Propulsion–business card, social media posts, new logo, billboard advertisement, polo t-shirt– created by Disco Ave.

Long story short

Disco Ave Agency embarked on a fun and challenging journey to revamp Desert Works Propulsion’s (DWP) brand identity, developing a dynamic online presence and captivating promotional materials. Through meticulous design and strategic content planning, we aimed to position DWP as pioneers in propulsion technology by transforming their brand identity, enhancing their digital presence, and driving business growth through captivating marketing materials. From logo redesign to a website overhaul, each element was carefully curated to reflect DWP's professionalism and commitment to innovation. Our efforts resulted in a significant increase in new business leads and remarkable improvements to their online presence since the website's launch, including a 148% increase in unique visitors.

148

%

Increase in unique visitors

43

%

Increase in page views

Disco Ave Agency embraced the exciting challenge of breathing new life into Desert Works Propulsion’s (DWP) brand identity, transforming its revitalized image into a dynamic online presence and compelling promotional marketing assets. While the DWP team are leading experts in aerospace technologies, marketing fundamentals were as foreign to them as ion thrusters were to us at first.

Setting the stage

Front and back of business card design showcasing new logo design for Desert Works Propulsion by Disco Ave creative marketing agency.

With over 80 years of combined aerospace engineering expertise, DWP needed a brand that showcased their extensive experience while emphasizing their innovative approach, signaling that they’re anything but a conventional, old-fashioned company. In addition to a branding makeover that matched their new identity, they needed marketing materials to promote their unique service offerings and out-of-the-box aerospace solutions.

The Challenge

Road to Success

Brand Transformation

Transform Desert Works Propulsion’s brand identity from “meh” to “wow.” With DWP’s stellar reputation in aerospace engineering, we wanted to reinforce their status as the industry’s top dogs.

Digital Enhancement

Enhance DWP’s digital presence, from their company website to their social media launch. This wasn’t just a website refresh; it was a full-blown strategic endeavor to enhance their digital footprint, better articulate their mission and offerings, improve accessibility compliance, and boost SEO. Once their website was ready, they made their social media debut with a strategic LinkedIn roadmap.

Sustainable Growth

Drive business growth with eye-catching marketing materials that effectively showcase the wide array of specialty services offered by the company, along with their cutting-edge technologies.

Strategic Branding Elements

Logo Redesign

We gave the logo a much-needed facelift to reflect DWP’s commitment to innovation and their New Mexico roots. Inspired by the rugged landscape, the new logo features clean lines and bold typography, exuding strength and sophistication.

Website Refresher

We revamped the site structure and wrote new marketing copy that communicated the brand value propositions clearly to their target audience. From wireframing and content development through site design and publishing, Disco Ave Agency oversaw end-to-end execution.

SEO Optimization
& ADA Compliance

The website redesign was all about making DWP easy to find and accessible to everyone. We prioritized SEO optimization to boost their online visibility and attract organic traffic. Ensuring ADA compliance was a top priority, reflecting DWP’s commitment to inclusivity for all users.

Social Media Presence

We didn’t just stop at a LinkedIn page. We crafted a comprehensive social media strategy complete with a meticulously planned content calendar, pre-written and attention-grabbing captions, and eye-catching graphics. These efforts were designed to boost DWP’s brand awareness, connecting them with industry professionals and potential partners.

Elevated Marketing Materials

We wrote and designed a wide array of print and digital marketing materials to showcase DWP’s capabilities and expertise. From trade show pamphlets to pitch decks, each piece was meticulously crafted to convey DWP’s professionalism and commitment to excellence.

Brand Kit

Overall Tone + Voice

Given the complexity of their industry, we needed to find the perfect balance of expertise and simplicity. Our goal was to ensure that a diverse range of clients could easily grasp the information without becoming overwhelmed by complex, intricate details, while still providing the necessary level of technical information to explain their solutions effectively.

Overall Aesthetic

The branding and website redesign reflect DWP’s industry-leading expertise and innovative spirit. Bold, vibrant colors exude dynamism and progress, while clean lines and modern typography convey professionalism and reliability. The imagery subtly nods to the company’s roots, showcasing the beauty of natural landscapes and symbolizing DWP’s vision for the future of aerospace technology. This cohesive design embodies DWP’s commitment to innovation and excellence, aligning its brand with its industry expertise.

UI Kit & Color Palette

We curated a bold color palette to embody DWP’s pioneering spirit. Celestial Cerulean (#2064AA) signifies ambition, Ionpro Glow (#649CD3) adds a futuristic edge, Solar Flaregold (#F5C61A) radiates warmth, and Deep Space (#18232F) provides a captivating backdrop. These colors create a visually striking and cohesive brand identity reflecting DWP’s expertise and vision for the future.

Typography

We chose typography that screams expertise and innovation. Using Nunito as the primary font ensures clarity and professionalism, while MBF Moonlander adds a touch of personality and excitement for those bold statements. This seamless blend captures DWP’s dynamic spirit and passion for pushing the boundaries of aerospace technology.

Our Impact

Navigating the complex aerospace landscape required extensive research and collaboration. Overcoming these challenges involved close cooperation with technical experts and deep market research to position DWP as a leader in propulsion technology.

Since the new website launched, DWP has increased new business leads and seen impressive improvements to it’s online presence:

  • 148% Increase in unique visitors

  • 43% Increase in page views

  • 33% Increase in time spent on page

The seamless transition to the new site saw no dip in viewership or increase in bounce rates, indicating successful execution and user retention. High-fives all around.

Conclusion

The recent launch of Desert Works Propulsion’s new branding and the introduction of more strategic content creation mark a milestone in solidifying their reputation as an industry leader in aerospace technology. Our collaborative efforts at Disco Ave Agency have not only elevated their brand identity but also sparked notable growth and engagement.