Dynaflex

Building robust brands. Fuelling enterprise.

Issue

‘Dynaflex’, a family owned enterprise wanted to rebrand itself to establish its presence as a market leader, increase market share and establish expertise to expand into the global market.

Dynaflex while being the name of the organization was also the name of a product vertical. This led to confusion amongst consumers.

Insight

In depth interviews with various stakeholders, revealed that Dyna had a very strong equity and was often used synonymously with Dynaflex. Therefore we designed an architecture by leveraging on the equity of Dyna, that achieved three things – a name that established scale, did away with the confusion between the name of the organization and the product vertical and established a clean system for product verticals that could be expanded. The organization was re-christened as Dyna Corp. and the product verticals remained the same.

Inspired by security, the identity manifested through a shield pointing upwards representing motion and constant growth – very representative of attributes that DynaCorp embodies. The symbol connotes solidity since the business is about security. The colour Red embodies dynamism and grey, a rootedness and grounding in the founding values.

Impact

Strategic branding by DY Works helped DynaCorp increase market share and establish expertise to expand into the global market.