Dustless Technologies – Branding & Marketing
In the world of construction, improvement and DIY projects, the best part of any job is the end result.
Unfortunately, getting to the end isn’t always easy. That’s where Dustless Technologies comes in. A US-based manufacturer specializing in dust control products, Dustless is the company you can count on for easy answers to any cleanup problem. However, when the dust removal and cleanup market was beginning to look oversaturated with similar images and messaging, Dustless knew it was time for a new, standout brand that Home Depot would be eager to display on the shelf.
SERVICES: brand messaging / visual identity / marketing / packaging / digital campaign / print campaign
Through our competitor research and Dustless brand analysis, we found that Dustless was one of the only shop-vacs on the market that’s truly HEPA-certified, despite the many that claim to be. Their vacs also include a micro pre-filter, extending the life of the HEPA filter to save customers money in the long run. But the most compelling selling point of all is their ability to go from wet to dry operation without skipping a beat—something no other competitor could claim.
Knowing Dustless goes further than the competition to make cleanup easy for customers, there was a great opportunity to differentiate them from the rough n’ tough image popular in the industry and put them in a unique market space that stands out from the pack.
Through our competitor research and Dustless brand analysis, we found that Dustless was one of the only shop-vacs on the market that’s truly HEPA-certified, despite the many that claim to be. Their vacs also include a micro pre-filter, extending the life of the HEPA filter to save customers money in the long run. But the most compelling selling point of all is their ability to go from wet to dry operation without skipping a beat—something no other competitor could claim.
Knowing Dustless goes further than the competition to make cleanup easy for customers, there was a great opportunity to differentiate them from the rough n’ tough image popular in the industry and put them in a unique market space that stands out from the pack.
Our strategy was to incorporate a hand-rendered font for the new logo and art direct photoshoots that highlight the user-friendly features of each product, giving the brand a more authentic and memorable feel.
Our strategy was to incorporate a hand-rendered font for the new logo and art direct photoshoots that highlight the user-friendly features of each product, giving the brand a more authentic and memorable feel.
The new Dustless breaks through the monotony of burly personalities that dominate the vacuum industry and repositions the brand as the friendly, reliable face of building and renovation.
To support this new position, everything from brand messaging to packaging needed to place an emphasis on Dustless being all about the customer. In messaging, we focused on emphasizing user benefits with a get-the-job-done tone while our designers got to work rolling out a new, more personable look.
The tagline, “The End of Cleanup” strikes the tone for the entire rebrand, helping Dustless open a dialogue with their customers by getting potential buyers eager to know more. We extended the new Dustless brand to its packaging, ensuring a distinct presence on the shelf—including accessory packaging, which is often bland and overlooked by competitors.
To drive our efforts home, we showcased the new Dustless in print ads with a special offer for Home Depot customers, further solidifying the two brands’ partnership.
“The team at BatesMeron knows good marketing. One of my biggest goals was to get products into Home Depot stores. However, before they began sending over ideas to clear shelf space, they came to me with a bigger strategy—and then followed up with the creative. These initiatives impacted all our marketing—creating a friendlier, more streamlined and modern look. With the help of BatesMeron, I am happy to say that Dustless is now in Home Depot.”
