DACORA

THE IDEA

Starting with deep immersion in our founders’ vision and hours of research, we framed the opportunity in a positioning statement that set the tone for the entire approach to the brand: "Artfully engineered to transform the way we move through the world.” This would tie the whole brand to a rediscovery of the craft and consideration that made personal mobility so exciting to begin with.

For the luxury automotive industry, brand provenance and the mark of the maker are vital elements. But, just like the Dacora vehicle, this brand wouldn’t be like any others in the market. Instead of focusing solely on the founders, we tapped into the history of American innovators and vanguards who saw problems with the status quo and did not rest until they solved them—from Garrett Morgan with the traffic light, to R.G. Rhodes and his hearing aid. These fundamentally American stories built our visual references, too, and were as wide ranging as Frank Lloyd Wright, Josef Hoffmann, Raymond Loewy, land art, and Streamline Moderne.

Alluding to the engineering background that made founders Kristie and Eric perfect for new car manufacturing, we developed a signature-like logo out of the elements of binary code and paired it with an emblem that represents both the merger of engineering and design while containing the letters D and C, the founders’ surname initials. We activated this cohesive graphic system with art direction that feels more at home with lifestyle brands than aggressive muscle cars.

To ensure the brand sounded as uniquely captivating as it looked, we developed a full-service tone of voice, complete with a lexicon of luxury that ensured every word the brand spoke showcased our desire and ambition. We carried this through by naming the brand’s hospitality space and developing marketing materials that draw potential drivers into our world.