Dometic | Splitting from one brand to three
Dometic aimed to update its visual identity to better reflect the diverse user groups it serves.
The project involved segmenting the brand into three distinct categories: Dometic Outdoor, Dometic Home, and Dometic Professional.
The goal was to tailor each segment’s identity to meet specific audience needs while maintaining a cohesive brand family.
Client
Dometic
Role
UX & UI designer
Work
Remote
A smartphone displaying a product page for the a Dometic cooler box against a black, diagonal striped background. The cooler is yellow and prominently featured on the screen. The purpose is to display the product page’s design.
Challenge
The primary challenge was to redesign existing components with the unique guidelines of the three sub-brands in mind.
This included developing new components necessary for the site split, such as menus and homepages, and designing pages for Dometic Group, which provides consolidated information about the company and investor relations.
A smartphone displaying a Dometic product page, against a backdrop of gray concrete steps. The page shows product details, including images and pricing.
Approach
Developing new brand guidelines and vibrant visual elements for each sub-brand.
Creating a comprehensive design system to maintain a unified look and feel.
Designing new components necessary for the site split, such as menus and homepages.
Crafting pages for Dometic Group to provide a centralised information for investor relations hub.
The team worked in a cross-functional manner to ensure that the branding was visually appealing and aligned with Dometic’s high standards for user experience and technological integration.
These efforts required synchronised movements from both the design team and the development team. Creating a brand split of this sort required not just visual updates but also informational segmentation that extends all the way to PIM systems and content creation.
Design Decisions
Implementing a consistent design system across all sub-brands.
Introducing vibrant colors and unique visual elements tailored to each segment.
Ensuring the new components and pages aligned with the overall brand guidelines.
Maintaining user-friendly and visually cohesive interfaces across all digital touch points.
Two iPads displaying Dometic website pages. One screen shows a Dometic MoBar cooler with product details, and the other shows an outdoor camping scene with the text “Wherever You Go.”
Solution
The transformation involved a comprehensive redesign led by a dedicated team. Together with my team we crafted new brand guidelines that introduced vibrant colors and unique branding elements suitable for each sub-brand. A crucial part of the project was developing a comprehensive design system to ensure consistency across all digital brand touch points, allowing each sub-brand’s individual characteristics to shine.
Parallel to the site split, new pages were designed for Dometic Group, providing consolidated information about the company and specific pages for investors.
A composite image showing multiple Dometic website pages. The first page highlights various brand ambassadors and their stories. The second page features a detailed product page. The third page displays a selection of coolers with product images, descriptions, and prices.
Result
The full impact of my work is pending evaluation. However, we observed that developers eager for a modern workflow played a crucial role in advocating for our design system, facilitating organisational acceptance and momentum.
Navigating the organisational dynamics among stakeholders and managers is a key aspect of implementing a design system. While making large changes is desirable, gradual progress—shifting one aspect at a time—is often the most practical and pragmatic approach.
Successfully prototyping and presenting redesigns to both operators and stakeholders have bolstered my confidence in the longevity and future management of this design system.
A composite image of three Dometic website pages showcasing the three different sub-brands sharing the same core components.