Doetaylor rebrand | Website Design Project | Den Creative


A brand identity to disrupt, communicate a vision, and fuel growth

Doetaylor, a technology service and support company, challenged us to create a brand identity for them to articulate their personality, attitude to service and unique (disruptive) positioning in their industry. We helped them to define their vision, to realise the full potential of technology to drive outstanding customer experiences, and to simplify their brand architecture to create a compelling consumer offering. We then crafted a brand identity to help communicate their vision and deliver on their promise. DoeTaylor stands out among its competitors – the personalities of the team, the way they approach their work, the customer service they offer – so we knew we needed to create an identity that reflected this. We didn’t want them to look like any other technology company, because they aren’t.

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    Brand architecture – Doetaylor are energetic, inventive and restless. They also have ambitious growth plans. We needed to distill their many products, services and inventions into something that made sense to their customers. We worked with their team to understand every part of the business and designed a clear architecture that made their offerings clear, and importantly, was scalable.

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    Motion – The concept of this identity was inspired by Doetaylor’s bravery, to be unafraid to be different, as well as their ability to solve complex problems with robust solutions, and communicate them in an accessible way. In order to fully bring together the elements of the visual language in a way that presented DoeTaylor in a dynamic, digital-first way, we brought motion principles into the identity, animating the logo and bringing in some of the brand elements to messaging through animation.

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    Digital guidelines – Rather than having a PDF brand guidelines filed away somewhere on the system, we decided that what DoeTaylor, a company proud to be paperless, really needed was digital guidelines, accessible by anyone, from anywhere, via an URL, with downloadable assets and clear explanations of how they should be used. You can take a look here.


Reducing the carbon footprint

We are working to improve the Dezeen sites’ efficiency by streamlining the way data is delivered from the central servers to the end user. Dezeen are committed to ensuring the site leads in the way of reduced carbon footprint. Working with EcoPing, we are analysing, benchmarking and prioritising the improvements and efficiencies that can be made on the site.


Building a bespoke judging tool

Dezeen wanted to launch an annual Awards programme where architecture, design studios could submit their projects for industry-leading professionals to judge. Den were tasked with building the full journey from entry submission through to the judging stages. Entry submissions are stored in a custom-built Laravel platform which judges can log in to to review entries and cast their votes via a bespoke built voting service. Awards admins are also able to log in to the platform and track the status of each entry.

The impact

1058 tones of CO2 saved per year, the equivalent to 1,557 flights from Amsterdam to New York

73.6% less carbon emissions emitted by the site
58.3% improvement in page loading times
67.5% less data transferred per page load
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test project

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Elixirr Rebrand v2