DANA CORPORATION

Transforming the future of e-mobility.

Challenge

Dana was facing an industry shift as vehicle electrification became a megatrend within the mobility industry. With a 115 year legacy of manufacturing traditional powertrain systems, Dana now required an increased level of awareness for their growing portfolio of e-Propulsion Systems, e-Powertrains, and e-Motion Systems.

Solution

Through an in-depth discovery and brand strategy exploration, Moncur learned that no one in the Tier 1 automotive space had defined the vocabulary around electrified offerings. In order to support Dana’s leadership position, we would need to create and communicate clear and consistent messaging speaking directly to the interests and concerns of analysts, investors, and clients.

Applying our strategic messaging process, we were able to articulate Dana’s extensive electrification knowledge, history, and capabilities – taking into account their rapidly evolving acquisition landscape. We applied our findings to a comprehensive brand strategy and program designed to help the entire global organization remain current and on-brand in all of their communications. That strategy also became the foundation for an extensive marketing communications program including websites, videos, collateral, tradeshows, and more.

As part of the new brand strategy, we created a new visual language for Dana, and developed a variety of graphic elements, photography, animations, and CGI product images.

We applied the brand and messaging to a new electrification-focused website, elevating the online experience for all users, from desktop to mobile. We also created a number of high-end videos, including Wintertest, which showcases the performance of Dana's newest electrified products in some of the harshest conditions known to man.