DII Attachments Advertising Materials
Client: DII Attachments

Juggling three brands under the blanket of a larger corporate brand is tricky business. But that's just what DII Attachments is doing with its brands Tramac, Geith and Geith Precision.

DII Attachments is a business unit of Doosan Infracore International, a U.S.-based subsidiary of Doosan Infracore. DII Attachments (formerly known as Indersoll Rand Attachments) was acquired by Doosan Infracore in late 2007 and operates as an individual business of Doosan Infracore International. The acquisition of DII Attachments has made Doosan one of the world's top 10 manufacturers of construction and utility equipment and related attachments.

Burke assisted with the by developing a series of projects for advertising, video and Internet projects. By evolving its marketing from an overall company focus to an individual product line focus, DII Attachments is aiming to promote each brand as a seperate entity with seperate attributes and features.

The Tramac SC Series Hydraulic Breakers line was the first to receive the new product-focused branding. Burke developed ads for trade publications; a product Web site, www.tramacscbreakers.com, that offers additional details about the products; and a three-minute Flash video describing the product line's features, benefits, function, and ease of maintenance. The video also features many 3-D graphics created by Burke to illustrate the Tramac SC products.

The product-focused branding implemented in the Tramac SC Hydraulic Breakers project will be implemented across the other DII Attachments brands, although each will have a unique look and imagery.

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