DAN Europe (Divers Alert Network Europe) is an international non-profit organisation that focuses on the development and progress of a safer and better educated diver community.
Through a series of workshops and interviews, it was clear DAN’s hard core, tribal fans, as well as potential members, were confused about DAN’s offering. We quickly realised the brand and website were not clearly communicating who DAN really is.
We developed a strategy to reposition DAN at the heart of the diving community and away from being associated with insurance. Working on the repositioning of their brand, we ensured the values – passionate, secure and trustworthy – were communicated in a way that was fitting: for divers, by divers. This was evident in all the new brand touch-points from print to digital.
For our UX/UI team the brief was clear: improve the structure of the content to encourage interaction with new and current members. We made sure the new responsive site worked seamlessly on all platforms creating a simple and practical, yet inspiring, user journey.