A hilltop home with a pool and sundeck overlooking the city

A person opening a stainless steel oven door 

A surfer with surfboard running toward the ocean around sunset

A cliffside villa near the ocean on a cloudless day

A wine refrigerator with slide out shelves

A woman grabbing beverage from an open refrigerator door

A hand closing a stainless steel appliance

Digital display next to a covered pot on an active burner

Shadows cast across closed refrigerator doors 

Stove burner emblazoned with the Dacor logo 

Reflection of tree branches and clouds on glass

Assortment of pots on burners on a stovetop with digital display

Woman working on a cinematic camera rig on wheels

Catalog of Dacor appliances on a wooden table

Rocky coastline through a partially open window curtain

Pages of a Dacor Catalog on a white table

Stack of Dacor catalogs on a grey background

Black and white photo of a mountain road in a catalog

Dacor is a leader in design and innovation known for building distinctive appliances rooted in style and driven by technology. In 2020, the brand partnered with Tractorbeam to define a clear positioning strategy and visual identity within the national marketplace, competitive landscape, and relevant target audience segments.

Tractorbeam created a robust framework of key messaging, starting at the high-level value proposition, and then expanded into story-building within the category, technology integrations, and product feature sets.

“We connect customers to life and luxury, creating truly unique living experiences through our appliances.”

After the brand was established, we applied the new identity and voice to ongoing brand materials and touchpoints. This included a website redesign, brochure catalog, product photography, video production, and showroom materials.

Brand Architecture

Brand Design

Creative Execution

UI/UX

Brand Audit

Positioning

Voice Guidelines

Content Writing

Brand Guidelines

Photography

Campaign Development

Brand Books

Brand Collateral

Video

UX Design

UI Design

Honoring the legacy of an industrial icon

Hospitality

Laying the groundwork for a leader in home appliances

Technology

Retail

Paid Media

Bringing 25 years of radio ads into the digital era

Automotive

Digital art of a car driving on a city street displayed on a computer monitor

Optimizing a luxury resort in the Dominican Republic

Illustration of a Person Lounging Under Palm Trees on a Beach

Baiting the hook for a performance fishing brand

Box of H2OX fishing line on a dark blue background

Real Estate

Illustration of apartment buildings against a nighttime sky

Framing up the digital transformation for luxury eyewear

Fashion

What appears to be a man covered in chrome looking through a pair of luxury glasses

Bringing coastal vibes to the North Texas suburbs

Food & Beverage

Web Development

Building community connections with an editorial platform

Cityscape with colored location pins on buildings

Pointing men's activewear in the right direction

R.O.W Henry Hoodie and retail tags on a blue background

Bridging the online gap for a 150-year-old mountain resort

Illustration of People Canoeing Just Outside of Mohonk Mountain House

Boosting box office sales at a dine-in theater experience

Stylized illustration of a burger, fries, and popcorn on a table in a movie theater

Organizations

Setting the table for a culinary goods brand

Working out a modern in-house athleisure brand

Upscale dining in the historic Pittman Hotel

Opening the doors to Deep Ellum’s first hotel

Stack of print assets for The Pittman in Deep Ellum

Tailoring a digital strategy for a luxury fashion brand

Silhouetted Illustrations of Women in High Fashion Clothing

Play like a pro: Creating team sports for companies

Exploring the world with a legacy timepiece

Building a new community in a historic downtown neighborhood

Setting up a Dutch leisure brand for stateside success

Digital art of a living room featuring fatboy furniture with a fatboy logo

Amplifying a family-owned Filipino restaurant

Refreshing the identity of a popular fast-casual burger concept

Creating a vibrant brand for a gluten-free bakery

An eccentric identity for a charming Southern kitchen

Celebrating 50 years of design with Dallas visual artists

Digital DSVC 50th anniversary poster by Tractorbeam

From farm to future: Crafting a modern community with deep roots

Sixty Vines logo on a red and pink background with an organic design

A creative and digital agency serving fashion, tech, and retail through branding, design, web design, digital marketing, and being awesome.

Tractorbeam builds and grows compelling brands that drive real impact.

Dacor

Elevating a luxury home appliance brand