develon
From Doosan to Develon: Same Backbone, New Name
new era
After an acquisition, construction equipment manufacturer Doosan Construction Equipment needed to launch a new identity, Develon, across Europe.
The task: run a rebrand that avoids the risk of starting from zero by protecting and growing the brand’s hard-won reputation in construction, mining, and demolition.
our approach
Instead of a corporate “ta-da!”, we built the story around real customers and dealer partners. In this fairly conservative business, people buy reliability and service, not slogans. The message was simple: the brand name changed, but the people, support, and machine performance did not.
what we did
In a space of just weeks, we created a clear and actionable rebranding strategy & functional media plan with a focus on key EU markets.
Together with the European office, we managed to get the green light from HQ for a ‘transition period’ when both brands are mentioned (the new brand being dominant and the original brand acting as a reminder).
Conducted remote interviews and planning with customers & dealers in Germany, the Netherlands, Portugal, and Estonia.
Shot and edited on-site video testimonials showing teams at work with Develon machines and the dealer network behind them.
A modular content kit (video cuts for social/YouTube, testimonials, display assets) ready for local rollouts.
Simple usage guides and captions so every market could move fast and stay on message.
WHY IT WORKED
We put the audience's truth first: professionals care the most about uptime and trusted partners. The campaign made that continuity visible: same people, same service, new name. We built the rebranding campaign as a modular story that could easily travel across countries and channels.
The impact
How do we know our carefully targeted campaigns reached their goals? Don’t just take our word for it: according to a major survey conducted in the UK, Germany, France and Italy, the European rebrand outperformed other regions, and we succeeded in transferring key attributes to the new brand. Add strong internal feedback, fast name adoption, and higher confidence across teams – and we knew it was a job well done.
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