News

dnp launches new strategy and visual identity (23/2/2009)

Optical projection screen pioneer moves from technology to user experience with new one-brand strategy

dnp, the world's leading supplier of optical screen technology, has unveiled a new branding strategy and visual identity that unites the company's front and rear projection screen businesses under one brand.

One master brand

In the future all sub-brands, including "Supernova" front projection screens and dnp rear projection screens will be marketed under the dnp master brand. This reflects the company's confidence in the strength of its dnp brand, and the fact that dnp year after year is rated as the preferred supplier by leading companies in the AV industry.

Niels Hermansen, COO of dnp denmark explains; "By operating under one brand in stead of two we can boost our marketing efforts and distinguish the company better from the competition. Our successful front projection business can also leverage on the more established dnp brand, which is known for high quality and reliability in the rear projection market".

From technology to visual experiences

As part of the re-branding, dnp has replaced their screens-of-the-art motto with a new tag line: visual experience.

"Since our whole business is about giving companies and consumers a stunning and memorable viewing experience, we think it's important to walk the talk in every possible way. Sharpening up our own image is one way of expressing how committed dnp is to the users' Visual Experience", said Niels Hermansen.

The new visual identity uses distinctive visual cues to cinematic experiences - as well as references to dnp's heritage as a pioneer in optical screen technology. And the refinement of the logo, along with simple, clean typography, contributes to a more timeless image for dnp.

New website

The philosophy of the new one-brand strategy comes alive on a brand new website which is designed as a portal to dnp's world of greater visual experiences.

"The new website is a key element in demonstrating the power of optical screens in different environments. Using a combination of Flash movies and interactive demos it gives visitors an improved user experience. And it makes it easier for them to go straight to the business segment they are interested in - e.g. conference rooms, home entertainment, control rooms, signage or TV studios", said Niels Hermansen.

The new website also include a special Partner Zone where AV installers can find design tools, calculators and an extensive photo archive. The new site also provides a new online payment service for dealers.

www.dnp.dk