DRIVING future results
DESIGNING epic brands
DEVELOPING strategic needs
DDAVANA is a creative strategy and brand innovation studio specializing in transforming complex ideas into iconic creative that drives engagement and revenue. We merge creative direction, brand systems, and GTM strategy into unified experiences for AI, legal, automotive, retail, fashion, entertainment, and enterprise markets.
30 years of branding success
Blending the visionary creative leadership of D’Anna Dettore Keeble with the strategic brand development of David Craffey, this combined creative direction defines Ddavana as a hybrid force—where artistic intuition meets structured brand architecture. The emphasis ison immersive storytelling, bold visual identities, refined aesthetic systems, and emotionally resonant brand experiences.
Ddavana’s ethos merges luxury minimalism with high‑impact design. • Strategic brand positioning rooted in deep market research • Multi‑platform storytelling across digital, print, and experiential campaigns • Cinematic visual direction influenced by fashion, architecture, and modern editorial design • High‑touch client collaboration driving tailored creative outcomes • Scalable brand systems built for longevity, clarity, and memorability Together, this creative direction enables Ddavana to craft brand experiences that feel elevated, intentional, and unforgettable—bringing to life the soul of a brand while ensuring commercial resonance and audience connection.
Blending the visionary creative leadership of D’Anna Dettore Keeble with the strategic brand development of David Craffey, this combined creative direction defines Ddavana as a hybrid force—where artistic intuition meets structured brand architecture. The emphasis ison immersive storytelling, bold visual identities, refined aesthetic systems, and emotionally resonant brand experiences.
Ddavana’s ethos merges luxury minimalism with high‑impact design. • Strategic brand positioning rooted in deep market research • Multi‑platform storytelling across digital, print, and experiential campaigns • Cinematic visual direction influenced by fashion, architecture, and modern editorial design • High‑touch client collaboration driving tailored creative outcomes • Scalable brand systems built for longevity, clarity, and memorability Together, this creative direction enables Ddavana to craft brand experiences that feel elevated, intentional, and unforgettable—bringing to life the soul of a brand while ensuring commercial resonance and audience connection.
Case histories
BLUE CROSS BLUE SHIELD OF MICHIGAN
Individual Coverage Campaign:
“Don’t be Bob”
Situation:
With fewer and fewer employers subsidizing employee health care insurance, BCBSM—primarily a group provider—had to take a serious look at the individual market. They developed a new individual product line that included Young Adult Blue, insurance for 18-30 year olds. The campaign goal was to increase online enrollments for Young Adult Blue.
Challenge:
For this group, health care insurance was a very low priority. Young and healthy, they just didn’t see a compelling need to pay for health insurance. They were also notoriously hard to reach, and mistrustful of mass media and advertising.
DDavana Solution:
Our research uncovered an important insight - those in the target group weren’t worried about their health, but they were very concerned about their finances. Many were already shouldering significant credit ($2K+) and college ($20K+) debt. Based on these findings, we created “Bob”, a twenty-something who underwent a series of humorous mishaps—demonstrations of how health insurance could have saved him from more debt. The punch line was always “Don’t be Bob”. We played the Bob story out via radio, rich-media ads, a landing page, an online video game, and event marketing. All of the campaign elements were tightly integrated and designed to drive prospects to an online enrollment.
Results:
The Bob campaign increased online enrollments by 500% and generated significant word of mouth.
Young adults started recommending what they called “Bob Insurance” to their social networks.
The “Don’t Be Bob” campaign also won the coveted Webby award in 2008.
COMERICA BANK
Home Equity Campaign:
“Dick and Jane”
Situation:
Comerica’s home equity applications had been flat for several years and took a sudden and significant dip. This prompted a call for a new Comerica home equity campaign.
Challenge: Comerica was of the mindset that home equity was a mature product group that consumers were very familiar with and knowledgeable about. Our own research told us something very different. We discovered (through a battery of focus groups commissioned by Comerica) that consumers didn’t understand home equity as well as most banks thought. The focus group’s participants consisted of consumers new to home equity, and none of them felt they had a sufficient understanding of home equity products. Many didn’t understand them at all.
DDavana Solution:
Based on the research, we developed the “Dick and Jane” campaign, a take-off on the reading primers of our youth. The object of the campaign was to creatively make the benefits of home equity products as clear and understandable as possible. The campaign consisted of print, POP, radio, web display ads, and a landing page.
Results:
Comerica’s campaign goal was exceeded by 150% — the most successful home equity campaign in Comerica’s history
ENKEI WHEELS
Custom wheels aftermarket
“Its between you and the streets”
Situation:
Since its formation in 1950, Enkei’s history has been continuous challenges and adventures to deliver the most innovative and the highest quality wheels to top racers and car enthusiasts. Challenge: Bring sales in the aftermarket not dealer direct. spread the brand to a new level of sales.
Today, Enkei has grown to be the number one aluminum wheel manufacturer to satisfy demand from leading automakers and aftermarket wheel users around the world. Enkei continues to strive to exceed the expectations of the most demanding drivers.
Today, Enkei has grown to be the number one aluminum wheel manufacturer to satisfy demand from leading automakers and aftermarket wheel users around the world. Enkei continues to strive to exceed the expectations of the most demanding drivers.
COMERICA
Demand Deposit Account (DDA) Acquisition Campaign:
“The Wrong Account”
Situation:
Although Comerica’s business division was highly successful, it was committed to keeping its portfolio balanced with a healthy retail division. Because of this commitment, DDA acquisitions were always a priority.
Challenge:
The question of how to bring in new DDA accounts has confounded banks for decades. Most people view switching accounts from bank to bank as difficult and somewhat risky, so they don’t switch unless they’re forced to. Determined to find an answer, Comerica convened a meeting of the top minds from all the internal stakeholder groups (20+ participants). After hours of brainstorming and discussion, they were no closer to the answer they sought, so they turned to us for help.
DDavana Solution:
Our review of secondary research turned up a study that explored consumers’ attitudes toward ATM fees. Consumers strongly resented such fees, feeling they were being charged to access their own money. We thought this was worth looking into further, so we conducted our own survey. We asked consumers if they would consider switching banks to avoid ATM fees. 38% said yes.
At the time, Comerica had the largest ATM network in southeast Michigan. Because Comerica ATMs were ubiquitous, we repositioned the checking account as a vehicle to get free ATM use. The campaign consisted of print and radio.
Results:
Comerica’s goal was exceeded by 40% —the most successful DDA campaign in Comerica’s history
BLUE CROSS BLUE SHIELD OF MICHIGAN
Branding Campaign:
“Because”
Situation:
BCBSM is the dominant player in the Michigan health care insurance market, but its share has been eroding steadily for decades. This is due largely to increasing competition, much of it from large, out-of-state insurers.
Challenge:
While awareness of BCBSM was very high and attitudes were generally positive, most Michigan residents considered BCBSM “just another insurance company”. BCBSM needed to differentiate itself from its competitors.
Solution: Based on our research findings, the campaign we developed used emotion to communicate the message that BCBSM is different because it:
Has a unique social mission
Accepts anyone, regardless of medical history
Will never drop anyone for health reasons
Has been a Michigan-based company for 67 years
Supports programs like MI Child (for uninsured children) and free clinics
The campaign included print, radio, TV, outdoor, web advertising, search marketing, and a pro-Michigan blog.
Results: After only seven weeks, there was significant movement in the public perception of BCBSM. A post survey showed:
21% increase in awareness of BCBSM as a Michigan-based company,
26% increase in awareness of the company’s non-profit status
12% increase in awareness of the company’s unique social mission
7% increase in overall favorability
Creative Branding Solutions
Innovative Design Strategies
Engaging Marketing Campaigns
Tailor-Made Designs
At Design Branding Marketing, we specialize in creating unique branding solutions tailored to your business needs. Our innovative design strategies ensure that your brand resonates with audiences and stands out in the competitive marketplace.
We develop engaging marketing campaigns that effectively communicate your brand message. Our team leverages creative techniques and market research to create campaigns that enhance brand visibility and drive engagement with target audiences.
Our approach focuses on crafting tailor-made designs that reflect your brand’s identity and values. By understanding your target audience, we create branding experiences that foster connections and enhance customer loyalty.
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