Dean is one of Michigan’s leading transportation companies. The company was built on a passion for taking care of people and communities. It provides school busing; motor coach services for schools, business and tourism; and a luxury black-car division.
Dean, having celebrated 50 years in 2019, felt it was time for a rebrand that would create consistency in the services offered as well as cohesive messaging. Dean previously had five different brands.
A new cohesive brand for Dean with sub-brands Dean Transportation and Dean Trailways. M3 Group’s updated messaging for the organization also required new brand standards as well as new collateral and marketing pieces. Finally, a new website, Deandifference.com, that would enhance the user experience with UX improvements.
Based on research we procured from community members, Dean’s internal staff and its leadership team, we recommended the creation of DEAN as an umbrella brand. M3 Group needed to overhaul Dean’s website to represent these efforts.