Background: Established in 2022, Dexter Containment provides leading west coast companies and contractors with temporary containment systems. These reusable temporary walls and ceilings install faster than drywall, are more durable than polycarbonate, and allow contractors, healthcare facilities, and building professionals to safely perform intensive renovation projects without pausing normal business operations or putting the public at risk.
Objectives: While Dexter Containment is a fledgling company, their product is industry-leading. They needed to hit the ground running with a brand that backed up their capabilities.
As a new company, they also needed the marketing materials to help them succeed. We set out to create a comprehensive sales package containing a full product catalog, one sheet, business card, out of home materials, fleet design, and a website.
Solution: This was a rare case where the brand identity was built around a tagline – innovation without disruption. Dexter’s temporary walls block the normal noise and disruption from intense renovations and allow businesses to remain in business while continuously improving. To us, that meant a brand built around empowering companies with a trusting voice and a reliable product.
The visual identity comes from the original definition of “dexter,” not the name we all know. Dexter is a term from heraldry to mean the right side of a coat of arms. This was the foundation for the griffin and shield logo. The shield also represents the unmatched protection that Dexter products offer.
Challenges: The construction industry has its own visual language that everyone speaks, but we didn’t want to feel too expected and get lost in the noise. We balanced the need for a high-vis brand color and strong, sturdy type with a desire to be distinct and own-able.
While the brand pattern seems simple enough, there are some traps to navigate. The last thing you want are the letters t-e-r-d in caps lock on your product brochure.
Favorite details: Building off the logotype, we created individual icons for each of the main wall types: RealWall, LiteBarrier, and FireBlock. This helps the products feel special on their own, like they could be their own brands later down the road.
"The response to our new name and brand has been overwhelming positive. I feel our new brand will open up new business opportunites and assure current clients that we have our eye on the future. As a result of Stan Can Design's brand development process our team has a new common confidence and sense of purpose."
Submitted by: Stan Can Design and OneStudio D+A
Contact: Stan Byers
stan@stancandesign.com
775-813-7602
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