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Taking a bet on future of blue-collar business tools into a name and brand the industry immediately trusted.
CLIENT
Dalton Mills
YEAR
CATEGORIES
• Blue Collar
• Services
Partnering together from idea stage to an over subscribed $9.2M fund raise in 2 months.
STORY & IMPACT
Dalton Mills is a AI field service management software domiciled in the blue collar and trades industry.
The Impact
Todd came to us right after exiting Broadlume, at the point where the idea was clear but nothing else was no name in the market, no visual identity, no defined voice. We worked with him from day zero to figure out what Dalton Mills actually was and how it needed to show up.
That meant defining the brand identity, establishing the tone of messaging, and setting a content direction that would resonate with the operators, sellers, and investors he needed to reach. Drawing from the rugged, industrial aesthetic of the spaces he acquires in, we built a visual and verbal language that feels native to the industry.
Since launch, we've continued working alongside Todd through his fundraise and into content management helping him define and own his space in the blue-collar acquisition market.
01 BRAND IDENTITY & NARRATIVE SETUP
Investors needed to take Dalton Mills seriously in a category that didn't have a name yet, meanwhile, trade business owners needed to see themselves as part of a movement. We built one identity that could do both jobs at once
02 CORE BRAND KIT
03 distribution assets & applications
From the sales materials, to the public facing materials had to carry the idea of the bet, that blue-collar businesses building their own tools is where the category is headed.
04 LP RELATIONSHIP PARTNERSHIP
Closing the round was one conversation among many Todd still needed to have. We set up how Dalton Mills talks to investors after a check is written, updates and materials that carry the same account of what the bet has proven so far.
Todd already knew many of these investors personally before the round closed, so the system had to protect that closeness, not formalize it away. What we built keeps him talking to them directly, informed enough that the next conversation, a follow-on check, an introduction to another fund, starts from the same trust the first one did.
We partnered with Todd through the raise, updating materials as questions, pushback, and new information came in, while doing this, we also kept producing the public facing assets to keep him infront of the ideal investors we mapped out.
Given that we were brought in at the very early stage of the firm conception, we had to create the website as a major conversion tool for both investors & the blue collar builders, and at the same time set the foundation to enable changes & growth in the nearest furture.
05 Website Design
06 DISTRIBUTION PARTNERSHIP
