Using new brand identity design to reclaim relevance and increase target appreciation.
With a decline in satisfaction among existing members and with challenges in recruiting new members from younger target groups, Dansk Metal was in need of a new approach. The members had grown tired of ideologies and soft values. What they wanted was concrete value for the money they paid for their membership. With this insight in mind, a new communication platform was launched to secure awareness of the products and services that Dansk Metal offers. With clearer showcasing of Dansk Metal’s products, the satisfaction among members increased significantly, while also attracting the attention of the younger target groups.