Detroit began making large-vehicle motors in the 1930s. They helped power everything from commercial trucks to cruise ships, military boats to tanks. As they introduced an integrated powertrain, expanding their brand from just motors to include transmissions and axles, they re-named their company from Detroit Diesel to simply, "Detroit". They needed a new website to bring their brand into a more modern look and feel.
One of the greatest creative challenges is bringing life to inanimate, industrial objects. It's especially hard for something considered to be a component of what the customer buying. How do you make a motor sound exciting? You focus on the engineering, of course. This meant I learned the in's and out's of fuel injection, modern pollution standards, and how to speak to a fleet owner, an engineer and a truck driver without talking down to anyone. The new voice and rebrand for Detroit resulted in a substantial increase in Detroit's marketing spend.
