The Challenge
Dominator needed to look and feel like the premium garage door brand it already was.
However, its existing identity was not doing enough to communicate that premium position. At the same time, the brand needed stronger differentiation from Garador, its sister brand within the B&D Group. This was not simply a design tidy-up. It was a positioning problem. The business needed a cleaner, more sophisticated market presence that could support distinct audience appeal and clearer commercial separation.
The Insight
Garage doors may be functional products, but the purchase decision is not purely functional.
The case study notes that aesthetically driven decisions for the home are predominantly made by female customers. That meant the brand could not rely only on hard-edged product messaging or masculine visual cues. It needed to communicate both form and function. In other words, it had to appeal to both practical logic and visual taste, which is inconvenient for lazy branding but excellent for good strategy.
The Strategy
The strategy centred on premium brand positioning through clearer differentiation.
First, the brand needed stronger separation from Garador in both messaging and visual language. Then, it needed a more refined identity that signalled sophistication rather than heaviness. Finally, the brand had to broaden its appeal by balancing product performance with home-focused desirability.
This meant repositioning Dominator as the more premium, design-conscious choice in the category. It also meant treating the garage door not just as a functional object, but as an important contributor to the look and feel of the home.
The Creative system
The creative system translated that repositioning into visible brand cues.
Heavy blacks and greys were removed from the collateral. In their place, Spruik introduced more white and red to create a cleaner and more sophisticated feel. The imagery also shifted, with greater emphasis on beautifully shot homes to show the visual impact of a well-chosen garage door. This helped the brand connect product performance with aspirational home design.
The line “Home Safe Home” reinforced that positioning by combining reassurance with domestic appeal. As a result, the brand system worked on two levels. It supported practical product credibility, and it elevated Dominator’s emotional and aesthetic relevance in the home. According to the case study, this repositioning helped achieve clear differentiation from Garador and became the foundation for ongoing marketing work across the B&D Group.
