DILAS

DILAS' communications’ goals were succinct, and the efforts invested by both DILAS and Godat Design, rose to meet these significant challenges. 1: Redefine brand equity. 2: Solidify identity for global reach. 3: Implement and maintain identity consistently across all markets. 4: Communicate as a single international body.

As a 12-year manufacturer of high-power diode lasers based in Germany, DILAS earned its worldwide reputation for top quality engineering and manufacturing, supported by attentive world-class service. But to compete effectively both in North America and emerging Asian markets, DILAS made the choice to expand operations by opening facilities in both Tucson and Shanghai.

This shift represented a significant cultural change for DILAS, who also designated their new North American office with the responsibility to coordinate the creation of marketing communications materials worldwide. Issues of continuity and change recurred as Godat Design realigned the company's typography, color, and naming. A bold new tagline "The diode laser company." serves as an assertion of their longstanding commitment to product and service quality. Godat Design embraced and enhanced DILAS' wordmark by mirroring its red/black structure in print materials and online.

Further, detailed analysis of the client's marketing needs (a comprehensive identity audit) helped Godat Design address branding implementation issues that included etched product labeling, the legibility of technical specifications, and global advertising campaigns. Central to the success of DILAS' rebranding was Godat Design’s development of comprehensive new website – designed to help engineers and specifiers easily navigate DILAS' extensive product lines with all product specs now available in a consistent PDF format. Furthermore, DILAS' commitment to English-language advertising displaying the "dot-com" web suffix instead of "dot-de" further helps position DILAS as a globally accessible technology provider.

Today, as DILAS continues to expand and navigate its opportunities internationally, a strong foundation has been established allowing a broader range of buyers to partner and benefit from DILAS well-earned reputation.