Digging Deep Into A New Brand

Dakota Iron, a startup heavy equipment reseller, came to Caliber for help with branding their business.  Their main goal was not to be just another heavy equipment dealership but something different: A more personal, no-nonsense partner in the construction equipment marketplace.  Our main goal was to help them stand out from the crowd with an identity that appeals to their audience and doesn't just blend in.  We delivered just that with a modern mark and a visual identity that allows them to be business-centric and tough at the same time.