A brand refresh that helped DRG expand beyond disaster response while building a clearer identity for its growing work across disaster, government, and events.
Challenge
DRG had built its reputation on disaster response, but its capabilities extended well beyond that work. As the company looked to grow in government and events, its name, messaging, and visual identity needed to reflect a broader business. The challenge was to make that shift without losing the trust and recognition it had earned with existing customers.
Insight
DRG’s strength came from the people behind the operation. Veterans, first responders, and utility professionals brought experience working under pressure, adapting in the field, and getting essential services up and running. While competitors often emphasized equipment, speed, and turnkey solutions, DRG had an opportunity to communicate the expertise, relationships, and operational thinking that made its work possible.
Strategy
The brand was repositioned around DRG as a full-service operations and logistics solutions company, with an identity built to support three distinct service areas: Disaster, Government, and Events. The approach preserved the existing brand’s equity while giving the company a clearer way to communicate its capabilities across audiences. A major logo update, a flexible visual system, and a defined brand architecture created a consistent foundation for the expanding business.
Experience
As Executive Creative Director, I led the creative direction for the visual identity, was responsible for selling in the visual approach, and guided the work through refinement and brand guideline review. The selected identity uses a stacked-block symbol derived from the DRG letterforms, reflecting the modular nature of the company’s temporary builds. The system includes service-line logos for targeted marketing, while the primary DRG identity remains on shared equipment and apparel—allowing assets to move between service areas without creating confusion. Brand guidelines and rollout recommendations extended the system across sales materials, social media, vehicles, equipment, and internal communications.
Impact
The refresh gave DRG a more flexible brand foundation for its expansion into government and events while maintaining continuity with its established disaster-response business. A clear relationship between the master brand and its service lines helps the company speak to different audiences without fragmenting its identity. The system also accounts for the realities of the business, where equipment moves between service areas and the brand needs to work everywhere from sales materials to the field.
Executive Creative Director: JP Flores
Art Director: Danielle Patlak
Brand Strategist: Shya Scanlon
Agency: DCG ONE
Visual Identity
