How do you take a very niche, specialist NZ manufacturing transmission parts business and celebrate it for the world leader it had the potential to be?

Dodson

How do you take a very niche, specialist NZ manufacturing transmission parts business and celebrate it for the world leader it had the potential to be?

The challenge

Dodson Motorsport grew from humble beginnings as a small automotive repair and upgrade shop and needed an identity evolution to realise its position as the world leading brand in aftermarket high-horsepower dual clutch transmission components and keep its competitors in second place.

New direction

We ‘evolved’ the identity to compete with the ‘big boys’ in automotive and positioned Dodson as the leaders in ‘Harnessing your Horsepower’ with imagery and identity elements that unashamedly celebrates what their dealers and customers achieve.

Results

Dodson has grown significantly and with the help of an anchor investor has been on the acquisition trail to buy its supply chain. The new company, The Dodson Group is a diversified precision manufacturer across a range of industries, including automotive but also aerospace, healthcare, marine, horticulture, green energy and power generation.

“Andy and the team at Origami were instrumental in re-imagining our brand and aligning it with our trajectory and goals. They understood how to create a “big brand” that, as a small business, we could mature into on the global stage. The rebranding, supported by NZTE, was an important step in not only legitimizing our products in the marketplace, but cementing them as the #1 choice for both our B2B installer base and the end-market consumers. Andy lives and breathes the brand, he’s passionate about connecting you with your customers in a way that elicits an emotional and positive response in the marketplace, down to the last details.”

David Sweas,
CEO, Dodson Group