DAE Exchange Provider

DAE Exchange Provider

DAE, a global timeshare exchange company with strong footholds in Asia, Australia, and New Zealand, came to Brand Tango in search of a provocative brand positioning that would give them an expansive and challenging stance in a monopolized American market. The outcome was based around the concept of disrupting industry competitor standings by distinguishing the brand as a consumer advocate and brandishing a more simplified, accessible approach to vacation ownership. The reimagining of the personality, visual identity and values developed all stemmed from this core idea—peppered with a calculated messaging strategy supported by edgy and vibrant design themes.

Shaking up an industry is fun when your client is willing to break some rules.

Our team seized the opportunity to tailor new B2B and B2C design collateral for DAE—all of which reinforced their value proposition that challenged its competitors by promising a better exchange experience with easier access to joyful vacations. For example, one of the more powerful taglines our team developed—‘Let’s Change Exchange’— was deftly inserted into the printing techniques on raw materials. Chipboard for the brochure’s front cover were starkly juxtaposed with the inside front cover’s highly-coated, laminated “liquid water” sheet, resulting in a beautifully executed message of disruption. Additionally, brand accent elements included an adjustable map silhouette and a True Blue translucent box that highlights the transparency of the DAE product and its seamless addition to a client’s vacation services.

To our delight, DAE won recognition in the timeshare industry due to this campaign, and thus, gained the ability to impact more decision influencers. By expanding the dialogue beyond exchange to needs-based solutions, DAE is now a stronger partner to vacation owners and timeshare providers and has amplified its ability to develop future solutions. We continue to work with DAE to evolve their digital footprint and bring easy exchange through mobile and web. Our team provided DAE with more than just touch points for execution; we ensured that the design execution and print/production standards protects the integrity of these new brand campaign assets as they are extended across various mediums.

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Brand Tango

Thank you for visiting Brand Tango. After 14 years in business, we are proud to announce the next chapter in our story. As of 2020, we are a part of the Lamark family, a leader in new media performance marketing. Together, we have the vision to build the world’s first holistic digital agency focused on Building Brand Performance.

Our client partnerships can now benefit from a combination of Brand Tango’s powerful storytelling and strategic approach to brand design and Lamark’s highly effective digital marketing performance capabilities. The growth adds an additional office in Austin, Texas and brings our combined team just under 100. Additionally, the merger will expand our capabilities and give the Brand Tango team new opportunities, a greater reach, and more resources to realize our project ambitions.

Our studio started with a desire to innovate and craft across all channels with strategy and passion as our guiding lights. We are the makers, the architects, the builders with an approach that has always been bold, independent, and differentiated.

So, with a new set of shared skills and a steadfast vision, we look forward to exploring this next level of ambition both personally and professionally. We wish to thank our clients, partners, and friends who have believed in and supported us over the years. Thank you. While the name may be evolving, our passion for the work remains the same.

Build brands, delight people and dare to be different.

James Kluetz
James Kluetz