DOF had an important place in the market by offering its products in the field of “amusement” developed by itself to its global customers. Although the products were very advanced and original, the same could not be said for the brand’s appearance. There were also problems with the brand’s strategy to expand into subcategories.

After research and analysis for DOF, we developed the first business brand family solution. We have eliminated the sub-brand system and established a structure that prioritizes “product brands”. Of the dynamic structure of the brand, we gathered all product development activities under the name of DOFuture. With our strategy that came to life with the motto of “Engineering Emotions”, we established the main focus of the brand on the transformation of emotions. We developed the idea of a “Chain of Emotions” and determined it as the way the brand does business. Based on the developing technology and the new strategy, we decided that its visual identity should be changed and we renewed its identity. All these works took place over more than 1 year.

Ultimately, DOF evolved from a machine builder to an emotion converter. It attracted all the attention by receiving the “2022 IAAPA Best New Product” and “2023 IAAPA Brass Ring Best Exhibit” awards. He crowned his new strategy and identity with a great prize.