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Case Study


Dean Transportation is one of the largest privately owned transportation companies. To mark its 50 years serving Michigan communities, Dean asked M3 Group for rebranding help to create consistency in the services offered as well as cohesive messaging. Dean previously had five different brands.

Our Solution

New Brand and Identity to Celebrate 50 Years of Transportation

M3 Group created a new DEAN umbrella brand with sub-brands for its school services – Dean Transportation – and charter bus services – Dean Trailways. As part of our cohesive rebranding, M3 Group developed new messaging for the organization, and brand identity standards and marketing materials, as well as a new website,, to elevate the new branding and enhance the user experience.

Dean pamphlets and phone app
Computers and tablets with Dean website