DASI | Rebrand

BACKGROUND DASI, Diversified Aero Services Inc., is a US-based commercial aviation surplus parts supplier. They supply Airlines, MROs (maintenance repair organizations), aircraft/engine leasors and suppliers in over 50 countries. Their recent aquisition of AeroInv.com added millions of commercial aerospace parts from across the globe. This also added 600 new customers to its portfolio through aeroinv.com’s state-of-the-art e-commerce platform. Despite having the World’s largest inventories of aircraft parts, with over 200,000 SKUs (part lines) supporting all major commercial aircraft and engines, the aviation surplus parts supplier struggled with being recognized as an industry leader. CHALLENGE Research indicated that while it enjoyed a favorable image and had almost universal recognition for its brandline, Diversified Aero Services Inc. was not perceived as a tech savvy e-commerce leader. TAPHOUSE was asked to make the brand’s identity more relevant to the progressive global aviation community. TAPHOUSE needed to leverage both brand’s many positive equities, reflect the evolving mission and express its refocused vision while ensuring the new identity effectively represented all aspects of the brand’s universe. SOLUTION After thorough research, TAPHOUSE realized a key step would be to capitalize on the name that most constituents already used—DASI. Moving strictly to the acronym, while keeping the organizational name the same, instantly allows DASI to become more accessible, modern, and inclusive. To assure immediate recognition, TAPHOUSE recommended that DASI’s powerful brandline be more prominently integrated into the brand itself. Ultimately, the new identity and house style capture the technically savvy approach of DASI’s traditional tail in a more sophisticated, contemporary signature and projects the consistency, equity and reliability of a true leadership brand.