REvitalizing an historic Detroit Brand
DME
Detroit Mold Engineering
Founded in 1941, DME had a legacy of industry leadership—but its outdated marketing materials and strategies no longer reflected its former dominance. With the brand struggling to stay competitive in a rapidly evolving global market, I was brought in to reignite the spirit of this once-iconic company and give new life to its visual identity and messaging.
Core Challenge
Brought on by DME’s Vice President of Product & Marketing as the North American Marketing Manager, I was tasked with revitalizing a legacy brand that had been losing market share and relevance for nearly two decades. My approach began with overhauling DME’s extensive catalog system, followed by a comprehensive refresh of its print materials, out-of-home assets, and full digital presence.
With roots dating back to pre-WWII—when DME helped standardize an entire industry to support the war effort—the company carries a proud legacy and a deeply passionate team that “bleeds DME blue.” Guided by this heritage, I led a thoughtful, phased evolution of DME’s visual identity, respecting its past while strategically positioning the brand for the future.
Everything below is the end result of the work of myself, my amazing boss (Douglas Hugo) and the dedicated DME team.
Job Title
NA Marketing Manager
Operational Role
Guide Marketing Strategy & Creative Team
Soft Skills
- Leadership & Team Management
- Communication & Presentation
- Creative Vision & Conceptual Thinking
- Collaboration & Interpersonal Skills
- Emotional Intelligence
- Adaptability & Flexibility
- Problem Solving & Decision Making
- Critical & Analytical Thinking
- Time Management
Hard Skills
- Branding & Visual Identity
- Design Theory
- Marketing Tactic Development
- Advanced Software Proficiency
- Art Direction
- Typography & Composition
- Video & Animation Production
- Web Development & Visual Marketing
- Creative Strategy & Concept Development
- OOH Design
- Package Design
- SEO & Keyword Development
- Using Conversion Rate Optimization Metrics + KPIs To Build a Better Digital Experience
Brand Revitalization
Over two and a half years of dedicated effort—working long days and late nights—I worked with our team to transform DME from a company burdened by outdated catalogs, unclear brand messaging, a 1990s-era website, and no marketing presence into a recognized leader again within the Mold Engineering Industry.
Through strategic branding, modernized communication, and targeted marketing, we reestablished DME as a top-of-mind brand in the industry. Below are examples showcasing the impactful work that led to this revitalization.
Brand Identity
Need: Evolve the brand while still paying homage to it’s robust 75 plus year history.
At DME’s global HQ, the team’s loyalty ran deep—many proudly said they “bled DME blue.” This iconic Robin’s Egg Blue wasn’t just internal pride; clients consistently associated the color with the brand, often spotting DME products in molding facilities purely by their signature hue.
However, after the company was acquired, that color was gradually removed over 15 years. Market research revealed that this seemingly small change had a significant real-world impact—diminishing brand recognition and contributing to a broader perception that DME was fading from its once-prominent position in the molding industry.
Recognizing the impact, senior management and I made it a priority to restore DME’s legacy visual identity. Through focused effort and strategic branding, we worked to reclaim both the brand’s iconic look and its leadership position within the industry.
Sharing DME Brand History
Understanding DME’s profound impact on both the Detroit and global molding industries, I was determined to preserve its legacy. With the support of the company president, I dedicated many evenings to organizing and archiving decades of historical documents. Key materials were digitized and used to create a curated collection of wall prints that visually traced DME’s journey from 1941 to the present.
This collection became a centerpiece at the world headquarters—displayed just inside the main entrance—offering team members, guests, and clients a powerful, visual narrative of DME’s rich history.
Reclaiming The DME Brand
Need: Reclaim the DME brand equity built over the prior 75 years.
When I joined the company, senior management was cautiously optimistic about moving away from a poorly received branding strategy—originally proposed by an outside firm—that aimed to integrate all of the parent company’s brands into a single, diluted “matrix.” This approach placed the parent company’s logo beside a faded, colorless version of the DME brand.
Over the course of two years, we successfully advocated for a return to DME’s recognizable identity. Through a series of strategic compromises—first introducing the parent company’s colors, then shifting to a gray version, and ultimately landing on today’s blue-and-gray logo—we convinced leadership that reviving the iconic DME branding was the right move for global market recognition and long-term success
Brand Identity
Need: Evolve the brand while still paying homage to it’s robust 75 plus year history.
At DME’s global HQ, the team’s loyalty ran deep—many proudly said they “bled DME blue.” This iconic Robin’s Egg Blue wasn’t just internal pride; clients consistently associated the color with the brand, often spotting DME products in molding facilities purely by their signature hue.
However, after the company was acquired, that color was gradually removed over 15 years. Market research revealed that this seemingly small change had a significant real-world impact—diminishing brand recognition and contributing to a broader perception that DME was fading from its once-prominent position in the molding industry.
Recognizing the impact, senior management and I made it a priority to restore DME’s legacy visual identity. Through focused effort and strategic branding, we worked to reclaim both the brand’s iconic look and its leadership position within the industry.
Sharing DME Brand History
Understanding DME’s profound impact on both the Detroit and global molding industries, I was determined to preserve its legacy. With the support of the company president, I dedicated many evenings to organizing and archiving decades of historical documents. Key materials were digitized and used to create a curated collection of wall prints that visually traced DME’s journey from 1941 to the present.
This collection became a centerpiece at the world headquarters—displayed just inside the main entrance—offering team members, guests, and clients a powerful, visual narrative of DME’s rich history.
75 Years of Brand Displayed
Pictured here are two of the five walls at DME’s world headquarters showcasing the curated collection of prints I created. This visual narrative highlights key moments in DME’s history, celebrating the brand’s evolution and enduring legacy.
Reclaiming The DME Brand
Need: Reclaim the DME brand equity built over the prior 75 years.
When I joined the company, senior management was cautiously optimistic about moving away from a poorly received branding strategy—originally proposed by an outside firm—that aimed to integrate all of the parent company’s brands into a single, diluted “matrix.” This approach placed the parent company’s logo beside a faded, colorless version of the DME brand.
Over the course of two years, we successfully advocated for a return to DME’s recognizable identity. Through a series of strategic compromises—first introducing the parent company’s colors, then shifting to a gray version, and ultimately landing on today’s blue-and-gray logo—we convinced leadership that reviving the iconic DME branding was the right move for global market recognition and long-term success
Back to Blue
Transitioning from a brand about to be absorbed by a parent company back to one proudly displaying the original DME “Robins Egg” blue.
Maintaining an Historic Brands Specifications Globally
With 75 years of brand history it was very important to establish concrete guidelines for the brands usage locally and globally. Shown here is one of the transitional brand specification sheets supplied to vendors. Circa 2018.
Paying Homage to the Brand
I designed a company t-shirt that celebrated DME’s historic brand. The design was well-received, especially by the loading dock team and many of our clients, serving as a meaningful and popular tribute to the brand’s legacy.
Overhauling Print Materials
Need: Develop a new visual identity for all major internal and external print materials.
Beginning with DME’s extensive catalog collection, I was tasked with establishing a fresh visual identity for the brand. Working alongside a talented team, we applied this updated look consistently across the entire print library.
Click the link above or the web-page image below to see the full line of catalog.
Product Literature
Below is a selection of external-facing print materials I designed, showcasing the updated visual direction of the DME brand.
Consistency Throughout
To support the gradual transition back to DME’s original corporate colors, I developed a clean, gray “Apple-esque” design system for new product materials. This approach ensured visual consistency while allowing for easy updates during each phase of the brand’s evolution—minimizing the need for major redesigns as the color palette shifted.
Print Advertising
A curated series of print ads crafted for niche trade publications—each one spotlighting DME’s standout products while bringing the brand’s bold new visual identity to life.
Online Presence
Need: Reinvent DME’s outdated online presence.
The legacy website had become a digital bottleneck—text-heavy, hard to navigate, and overwhelmed by years of patchwork additions like eCommerce tools, eLearning sites, product specification databases and CAD databases. To tackle this, I led a cross-functional team to audit the current state, develop wire-frames, explore design prototypes, and plan a scalable strategy.
The result: a comprehensive roadmap for a modern, user-friendly NA site with a global expansion plan to support teams across Asia, South America, and Europe.
Website Design
Digital Execution: Designed and developed the site in WordPress with a focus on cohesive digital branding, SEO optimization, and seamless integration across eCommerce, DME’s eLearning platform, and social channels. Applied strategic use of color theory, typography, web imagery, and motion graphics to bring the brand to life online.
Team: Solo lead on design and development, collaborating with the internal team for product content.
A Global Digital Overhaul—On a Deadline.
Rebuilding a global company’s web presence is no small task. From strategy to execution, I led the charge: integrating third-party eCommerce, an eLearning platform, and outdated social channels into a cohesive digital ecosystem. I designed nearly every graphic, wrote back-end code, created motion assets—and launched the entire site within a single business quarter. Final push to live? 12:01 AM, New Year’s Eve—champagne in hand.
A Global Digital Overhaul—On a Deadline.
Rebuilding a global company’s web presence is no small task. From strategy to execution, I led the charge: integrating third-party eCommerce, an eLearning platform, and outdated social channels into a cohesive digital ecosystem. I designed nearly every graphic, wrote back-end code, created motion assets—and launched the entire site within a single business quarter. Final push to live? 12:01 AM, New Year’s Eve—champagne in hand.
No SCRUM tables here. With 75% of the management team unfamiliar with web development, I created clear, visual communication tools to effectively convey the website’s reshaping strategy and keep everyone aligned throughout the process. Shown here is one of several developed throughout the process.
Managing Brand Across Multiple Sites
In addition to overseeing the redesign, testing, launch, and maintenance of the main DME corporate website, the role involved integrating multiple other DME-related sites into a cohesive online strategy. These included a third-party managed eCommerce site (with content created by my internal team) and an eLearning platform developed in partnership with a local college, which also served as a resource for students.
My primary responsibility was to ensure brand consistency and unified messaging across all platforms. Shown below:
• DME North American Corporate Site
• The DME eCommerce Site
• Plastics University eLearning Site
Build Me More – Global & Industry-Focused Digital Expansion
Following the successful relaunch of DME’s corporate and eCommerce platforms, I led the next phase: expanding the company’s digital footprint across global markets and key industries. This included designing, managing, and launching regional websites (LATAM, Asia, Europe), creating industry-specific microsites, and enhancing DME’s social media presence—aligning each initiative with strategic goals set by senior leadership.
User Interface Design (UI)
Mold-base Configurator UI: To streamline the ordering process and improve ease of doing business, DME added a custom mold-base configuration feature to its eCommerce site.
I was tasked with designing a user-friendly interface that allowed engineers to place complex orders—previously handled via email or phone—directly online. Collaborating with a backend developer and the eCommerce platform provider, we built a precise, tolerance-driven system that visually updated the product representation in real time as users adjusted specifications. Shown below.
Later, a CAD model generator and detailed quoting system were integrated into the configurator. This enhancement automatically included all necessary base components to ensure the mold-base was fully functional, providing users with precise models and comprehensive quotes for their custom configurations.
Managing Brand Across Multiple Sites
In addition to overseeing the redesign, testing, launch, and maintenance of the main DME corporate website, the role involved integrating multiple other DME-related sites into a cohesive online strategy. These included a third-party managed eCommerce site (with content created by my internal team) and an eLearning platform developed in partnership with a local college, which also served as a resource for students.
My primary responsibility was to ensure brand consistency and unified messaging across all platforms. Shown below:
• DME North American Corporate Site
• The DME eCommerce Site
• Plastics University eLearning Site
Build Me More – Global & Industry-Focused Digital Expansion
Following the successful relaunch of DME’s corporate and eCommerce platforms, I led the next phase: expanding the company’s digital footprint across global markets and key industries. This included designing, managing, and launching regional websites (LATAM, Asia, Europe), creating industry-specific microsites, and enhancing DME’s social media presence—aligning each initiative with strategic goals set by senior leadership.
User Interface Design (UI)
Mold-base Configurator UI: To streamline the ordering process and improve ease of doing business, DME added a custom mold-base configuration feature to its eCommerce site.
I was tasked with designing a user-friendly interface that allowed engineers to place complex orders—previously handled via email or phone—directly online. Collaborating with a backend developer and the eCommerce platform provider, we built a precise, tolerance-driven system that visually updated the product representation in real time as users adjusted specifications. Shown below.
Later, a CAD model generator and detailed quoting system were integrated into the configurator. This enhancement automatically included all necessary base components to ensure the mold-base was fully functional, providing users with precise models and comprehensive quotes for their custom configurations.
Email, Media Campaigns & PPC
At DME, I supported an unprecedented wave of new product and service launches—the most the company had seen in over 20 years. Each rollout was backed by strategic email campaigns, pay-per-click (PPC) campaigns, custom landing pages for lead tracking and engagement metrics, new support materials, and full lifecycle marketing oversight to ensure sustained visibility and impact.
Tradeshows, Events & Visual Engagement
As Creative Lead/Director for DME North America, I collaborated with the DME® executive team and Milacron® marketing to concept, design, and execute impactful visual experiences for key industry trade shows and events. This included full display design and branded materials tailored to spotlight DME products and services, ensuring strong public visibility and brand buzz.
For an in-depth portfolio, visit the Tradeshow section under the Design menu on my site.
Email, Media Campaigns & PPC
At DME, I supported an unprecedented wave of new product and service launches—the most the company had seen in over 20 years. Each rollout was backed by strategic email campaigns, pay-per-click (PPC) campaigns, custom landing pages for lead tracking and engagement metrics, new support materials, and full lifecycle marketing oversight to ensure sustained visibility and impact.
Tradeshows, Events & Visual Engagement
As Creative Lead/Director for DME North America, I collaborated with the DME® executive team and Milacron® marketing to concept, design, and execute impactful visual experiences for key industry trade shows and events. This included full display design and branded materials tailored to spotlight DME products and services, ensuring strong public visibility and brand buzz.
For an in-depth portfolio, visit the Tradeshow section under the Design menu on my site.
Summation
Proving Ground at DME
During my three plus years at DME, I was entrusted with leadership, creative direction, and mentorship at an exceptional level. Coming in with little background in plastic injection molding, I quickly became immersed—writing campaign copy, contributing to white papers, and driving content strategy.
From revitalizing a legacy brand to launching a powerful web and social presence, I approached every challenge with a drive to not just meet expectations, but exceed them. With over a dozen product launches, countless campaigns, blogs, and strategic content pieces, I collaborated with a fantastic team to deliver real results.
Feel Free to Reach Out
& Say Hello!
If your interested in me tackling a creative project big or small, send me a quick email. Have an amazing day!