Cascade Dafo’s target market didn’t understand why their offerings were genuinely superior and each segment of their audience had different concerns. They wanted to stand out as a custom bracing manufacturer for children and adults with special needs but they weren’t certain how to do that.

We discovered that “dafo” was a common industry term used to describe all similar products and they had the rare opportunity to trademark it. They could become the Kleenex or Band-aid of their industry. What they needed was to re-brand as “Dafo” and create strong messaging around their unique ability to custom fit each orthotic, making it more comfortable. We also uncovered that their core purpose was making people’s lives healthier and happier which gave them a radically unique brand personality.

After creating a consistant brand experience, Dafo had a comprehensive brand identity that clearly expressed their comfortable custom fit and the ultimate benefit of helping individuals to live healthier and happier lives.

“Dafo has become the most powerful brand in the marketplace.”

Abbe Rolnick, Former CEO
Dafo