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Dodge Industrial

Unveiling Dodge’s New Logo & Brand Direction

Communications Strategy Introduces Refreshed Brand Identity to Internal + External Audiences
Dodge Industrial New Look Print Ad Campaign


Bringing a New Brand to Life

Following a divestiture from its parent company, ABB, Dodge found itself as a stand-alone brand for the first time in more than 50 years. With its new identity and positioning strategy in place following the acquisition in 2021, it was time to introduce Dodge’s fresh new brand to the world with an internal and external brand campaign to ensure that the entire Dodge community was aware of its new look and brand direction.

The Challenge

Juggling Multiple Audiences + Channels

Sales team. Product teams. Distributors. End users. There were a lot of different audiences (and channels) we had to consider when creating a brand awareness campaign that was cohesive and clear, showcasing that Dodge had elevated its brand to match its level of service and product quality.
Dodge Print Ad Campaign

The Strategy

Spreading the Word

We developed a robust communications strategy to announce Dodge’s key corporate changes, focusing on carefully crafted messages to answer questions and generate excitement about the recent RBC Bearings acquisition, the Dodge corporate headquarters relocation, and the refreshed brand rollout.

Digital Brand Guidelines Portal
We developed an online brand guidelines portal for Dodge team members to easily access current brand standards and templates. This platform empowered and enabled the internal marketing team and ensured brand consistency across the large company.
We collaborated with the Dodge team to build a new website that reflected its new brand and paid homage to the company’s history while also incorporating product portals for users to search, explore, and purchase Dodge products.
National Media Plan
Focusing on print and digital advertisements targeting plant engineers, FUEL set up a 12-month media plan to raise awareness and drive demand for Dodge and its products as well as knowledge around their specific industry applications. In addition, a press release announcing the new brand was sent to all major trade publications, generating additional media exposure and brand awareness.
Dodge Print Ad Spread

The Results

Navigating the Future of Industry with Dodge

FUEL has been instrumental in moving Dodge forward in all areas of marketing, from brand identity and strategic planning to day-to-day activities including graphic design, video production, and media buying.”

— Lisa Dwight, VP of Marketing | Dodge Industrial


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