The group approached We Are Fred with a key objective: leverage the wealth of experience across the business into a global brand, without losing sight of the modest origins and the core family values that have made them who they are today. We identified the need for a masterbrand platform, one which would communicate their human-centric ethos and values at ground level whilst also reflecting their talent and expertise as a fully integrated, global brand. Through a series of brand workshops and strategies, we developed a brand platform to support future growth in a flexible and adaptable way, uniting the company’s business activity into one clear vision for the future. Alongside this, we crafted a brand story – positioning, tone of voice, and a set of values and behaviours – to help align the experience of working for and with Dominus into a single vision for growth and progress.

We created a macron, a diacritical mark, accenting the ‘us’ in Dominus to symbolise the business’ values of collaboration and openness. This developed organically from the original ‘v’ in Dominvs, creating a bridge to the future and a meeting point between progress and opportunity. All of which communicate their main business driver to unlock potential as catalysts for change. This macron runs as a thread throughout the visual identity as a tool to connect, highlight and uncover. All the while, it creates a constant reminder of the ‘us’, the foundation of strategic thought at Dominus. Custom typography, animation, and dynamic layout combined with authentic messaging, creates a brand that feels more sure of itself than ever and primed for long-term growth. We Are Fred was tasked with creating a custom portal for brand knowledge and resources, hosting a variety of templates and assets to ensure brand consistency for both internal teams and external use. This portal also features a streamlined user experience based on access level for appropriate usage of Dominus’ assets.