It would be hard to overstate the importance of drone technology in our lives. What started as a curiosity became a new way of seeing our world. And now, it’s an integral part of industry, both today and into the future. But every new technology comes with roadblocks to adoption, and often that starts with perception. Our strategy had a lot to answer.
It would be hard to overstate the importance of drone technology in our lives. What started as a curiosity became a new way of seeing our world. And now, it’s an integral part of industry, both today and into the future. But every new technology comes with roadblocks to adoption, and often that starts with perception. Our strategy had a lot to answer.
Painting a picture of precision.
The drone industry faces an extremely fair amount of skepticism. After years of seeing cheap tech and startups from across the sea, American audiences have been reluctant to adopt tech they aren’t already familiar with. It’s a reverse halo effect where mountains of temu ebikes, knockoff tablets and, yes, cheap drones have raised a ton of authenticity and reliability questions.
As an American company with manufacturing presence overseas, our first task was authenticity. To look, feel and sound like who we are, not who people expect us to be. So we gave the brand a makeover.
DMR is a hard working smart platform built to heavy industrial standards. It’s built to be controlled with precision and repeatability. To go exactly where it needs to go regardless of the conditions. So naturally, we thought of a horizon. A work day. And a reassuring color palette that said “America”. We chose a softer palette as overly bright, reflective colors are more difficult to track in the air, so the brand should be consistent.
For graphical elements, we looked at classic American design seen in supergraphics, with their colored line patterns, stripes, and bold, swirling shapes. The kind of iconic imagery you might find on a late 70’s Harley. Then we thinned out the line weight to give a stronger impression of precision and control. We wanted to convey a sense of purpose in every direction change. And distance in every stretch of line.
We continue to build the DMR brand by reinforcing these strengths across advertising, OOH, collateral and social.
Lofty goals doesn't mean lofty language.
DMR has offices in Louisiana, Michigan and Texas. They serve farmers, inspectors and engineers. Public service and safety. And if there's one thing we know about that oblong venn diagram, it's that you should say what you mean and mean what you say.
We audited language and marketing across the drone industry and emerging tech and found it to be wanting. Full of jargon and confusing features at the onset. Lots of stats and glowing rings and radio waves. We took things in another direction, hard.
DMR always answers "why" before they tell you how. And we frame our features in the most understandable terms possible. You could say we one of the most advanced flight control systems possible, but we say our drones have the smartest brains. Built on a decade of learning by flying.
Painting a picture of precision.
The drone industry faces an extremely fair amount of skepticism. After years of seeing cheap tech and startups from across the sea, American audiences have been reluctant to adopt tech they aren’t already familiar with. It’s a reverse halo effect where mountains of temu ebikes, knockoff tablets and, yes, cheap drones have raised a ton of authenticity and reliability questions.
As an American company with manufacturing presence overseas, our first task was authenticity. To look, feel and sound like who we are, not who people expect us to be. So we gave the brand a makeover.
DMR is a hard working smart platform built to heavy industrial standards. It’s built to be controlled with precision and repeatability. To go exactly where it needs to go regardless of the conditions. So naturally, we thought of a horizon. A work day. And a reassuring color palette that said “America”. We chose a softer palette as overly bright, reflective colors are more difficult to track in the air, so the brand should be consistent.
For graphical elements, we looked at classic American design seen in supergraphics, with their colored line patterns, stripes, and bold, swirling shapes. The kind of iconic imagery you might find on a late 70’s Harley. Then we thinned out the line weight to give a stronger impression of precision and control. We wanted to convey a sense of purpose in every direction change. And distance in every stretch of line.
We continue to build the DMR brand by reinforcing these strengths across advertising, OOH, collateral and social.
Lofty goals doesn't mean lofty language.
DMR has offices in Louisiana, Michigan and Texas. They serve farmers, inspectors and engineers. Public service and safety. And if there's one thing we know about that oblong venn diagram, it's that you should say what you mean and mean what you say.
We audited language and marketing across the drone industry and emerging tech and found it to be wanting. Full of jargon and confusing features at the onset. Lots of stats and glowing rings and radio waves. We took things in another direction, hard.
DMR always answers "why" before they tell you how. And we frame our features in the most understandable terms possible. You could say we one of the most advanced flight control systems possible, but we say our drones have the smartest brains. Built on a decade of learning by flying.
Painting a picture of precision.
The drone industry faces an extremely fair amount of skepticism. After years of seeing cheap tech and startups from across the sea, American audiences have been reluctant to adopt tech they aren’t already familiar with. It’s a reverse halo effect where mountains of temu ebikes, knockoff tablets and, yes, cheap drones have raised a ton of authenticity and reliability questions.
As an American company with manufacturing presence overseas, our first task was authenticity. To look, feel and sound like who we are, not who people expect us to be. So we gave the brand a makeover.
DMR is a hard working smart platform built to heavy industrial standards. It’s built to be controlled with precision and repeatability. To go exactly where it needs to go regardless of the conditions. So naturally, we thought of a horizon. A work day. And a reassuring color palette that said “America”. We chose a softer palette as overly bright, reflective colors are more difficult to track in the air, so the brand should be consistent.
For graphical elements, we looked at classic American design seen in supergraphics, with their colored line patterns, stripes, and bold, swirling shapes. The kind of iconic imagery you might find on a late 70’s Harley. Then we thinned out the line weight to give a stronger impression of precision and control. We wanted to convey a sense of purpose in every direction change. And distance in every stretch of line.
We continue to build the DMR brand by reinforcing these strengths across advertising, OOH, collateral and social.
Lofty goals doesn't mean lofty language.
DMR has offices in Louisiana, Michigan and Texas. They serve farmers, inspectors and engineers. Public service and safety. And if there's one thing we know about that oblong venn diagram, it's that you should say what you mean and mean what you say.
We audited language and marketing across the drone industry and emerging tech and found it to be wanting. Full of jargon and confusing features at the onset. Lots of stats and glowing rings and radio waves. We took things in another direction, hard.
DMR always answers "why" before they tell you how. And we frame our features in the most understandable terms possible. You could say we one of the most advanced flight control systems possible, but we say our drones have the smartest brains. Built on a decade of learning by flying.
2937 E Grand Blvd,
Detroit, MI 48202
hello@FarleyOil.com
Stories
2937 E Grand Blvd,
Detroit, MI 48202
hello@FarleyOil.com
Stories
2937 E Grand Blvd,
Detroit, MI 48202
hello@FarleyOil.com
Stories