BRAND DEVELOPMENT + CREATIVE DIRECTION
Faced with deteriorating market share and eroding price-points, The Dirt Devil brand went through a fundamental shift in the way it goes to market. We evaluated the business and market top to bottom, extracting the basic, underlying persona of the brand. With that in hand, and a monumental collaborative effort, we crafted a refreshed brand identity that set the foundation for new product development, retail merchandising strategy, revived digital experience and national TV advertising.