Dolly
PROJECT SNAPSHOT
INDUSTRY
ENGAGEMENT
Project-based
TIMELINE
6 weeks
AI USED
Acquired by Updater.com
SERVICES
Messaging
Video & photo
Web
overview
A consumer brand pivoting to B2B — with a six-week deadline.
With the acceleration of online shopping in 2020, Dolly saw an opportunity to move beyond consumer delivery and target retailers directly — offering a turn-key same-day delivery solution for bulky items.
To make that pivot credible, Dolly needed stronger B2B positioning, a brand extension that could carry into photography, and a website that reflected the commercial ambition. Brandmates assembled a team and made it happen in under six weeks — new positioning, new photography, new site.
SCOPE
What we built.
01 — Messaging & positioning
B2B positioning and copy built for retail buyers.
Developed messaging for Dolly's retail target — shifting from consumer-facing language to commercial, ROI-oriented framing that retail operations and logistics buyers respond to.
02 — Brand extension & photography
Visual identity extended into a custom photography system.
Created a brand extension built around the Dolly diagonal — a visual device that brought consistency to all photography. Directed a custom shoot that produced a full asset library for web, sales, and marketing.
03 — Web design & development
Full site redesign delivered in under six weeks.
Designed and developed a new website that put the B2B value proposition front and center — built and shipped on a tight timeline without sacrificing quality.
RESULTS
Acquired
By Updater.com — 8 months after launch of new site and product marketing.
6 weeks
Full site designed, built, and shipped — without sacrificing quality.
Stronger
B2B positioning opened the retail delivery channel.
Brandmates was given a tough task and a tight timeline to redesign our website. They took the time to really understand our business, our customers, and how to best communicate with them digitally.
Kevin Shawver
CMO — Dolly