A Standout Brand for TKE’s New Product Line

EOX

My Role

Branding, Stylescape, Creative Direction, Marketing, Messaging, Design and Content Guidelines, Design System, Social Media, Email

Overview

Dragon Army partnered with TKE to launch EOX, a new elevator line that combines elegance with affordability. The goal was to develop a unique, modern brand identity that would differentiate EOX in the competitive elevator market while remaining visually cohesive with TKE’s established image. With a focus on digital appeal, our team set out to create a versatile, approachable identity that resonates with both technical and traditional audiences.

Challenges

EOX needed to stand out as a distinct product but still align with TKE’s overarching brand. TKE came to us with initial ideas but required a structured, intentional approach that would appeal to multiple audiences, including architects, general contractors, and everyday passengers. Additionally, balancing a digital aesthetic that wasn’t overly technical was crucial to ensuring broad market appeal.

Solution

We started by creating a comprehensive core narrative deck that taught TKE’s team the key messaging for EOX, including what the brand stands for and how to communicate effectively with different demographics. Building on this foundation, we leveraged TKE’s signature color gradient as an accent, paired with a high-contrast black-and-white palette to convey a sophisticated, digital feel. We utilized the "O" in EOX as a flexible design element that could frame imagery, adding structure and a distinctive identity. To reinforce the digital feel without overwhelming, we incorporated a subtle pixel-pattern background.

Our team also developed robust design usage guidelines, detailing how to use core design elements such as color, logo, typography, and imagery. These guidelines ensure brand consistency across all platforms and media, supporting a cohesive EOX identity.

Delight

To elevate EOX’s brand presence, we supplied TKE with simple yet impactful animations to showcase the product’s technical features in marketing. These animations added depth to campaign visuals and allowed TKE to create compelling narratives around EOX’s benefits for various audiences.

Conclusion

The result was a robust design system that allowed TKE to effectively communicate EOX’s unique value across various channels, from email to web and social media. Alongside the visual identity, we developed a strategic product launch plan outlining a national campaign approach with targeted keywords, email and social media ad strategies, and cost estimates. This comprehensive approach empowered TKE to present EOX as an accessible, sophisticated product, reinforced by a clear brand message and adaptable, high-quality design assets.