Dräger Fire FDIC
Manufacturing & Industrial
A breath of fresh ID for the world’s most comfortable SCBA.
Dräger, the German company known for its innovative safety gear for firefighters, miners, and law enforcement, had been selling respiratory products in the U.S. for over a century—but still hadn’t captured much of the market. We were brought in to boost Dräger’s brand recognition and help them expand their presence. We approached the challenge in three steps. First, we created a bold, eye-catching brand identity to make Dräger impossible to miss. Next, we shifted the perception of Dräger from just a German company to “Drägertown”—a destination that reflected its true American roots and deep connection to the country. Lastly, we designed an engaging exhibition space that invited people in, letting them experience Dräger’s products firsthand.
Services
- Brand Strategy
- Visual and Verbal Identity
- Brand Launch and Engagement
- Digital Experience
- Messaging and Marketing
Brand
To help Dräger stand out from its well-established competitors, we had to rethink its approach to color. The competition already staked their claims—MSA owned green, and 3M/Scott had red locked down. Dräger’s traditional branding was mostly white with touches of blue, but that wasn’t bold enough to make an impact. So, we changed it up and put blue front and center for Dräger Fire Products. Now, when people see blue in the firefighting world, they think Dräger.
We also expanded the typography to add more depth and personality, giving the brand a warm, approachable feel—one that reflects both Dräger and the community-driven spirit of Drägertown.
Advertising
To generate pre-show buzz, we covered Downtown Indianapolis and the surrounding hotel venues with Dräger-Blue displays and ran a four-week media blitz targeting attendees.
Small Town
Every year, Dräger takes part in the FDIC exhibition in Indianapolis—the must-attend trade show for Fire & Rescue professionals in the U.S. This time, we wanted to do more than just build a booth. We wanted to create a space where firefighters wouldn’t just stop by but actually want to stay awhile.
So, we went all in and built an entire town just for firefighters: Drägertown. To make it feel like a real firefighter-friendly community, we spent hours diving into what makes small American towns so unique. That attention to detail helped us create an authentic, welcoming space that felt like home for the firefighting community.
Big Game
The next year, Pennebaker and Dräger took a football-themed approach to bring new energy to Drägertown and launch the Dräger HPS SafeGuard Helmet in the U.S. fire industry. The centerpiece was a Dräger-blue football field built right in the convention space, complete with a fire-breathing Drägertown Dragon mascot. At the heart of the setup was the 50-yard line, surrounded by a stadium-like atmosphere and four massive 80-foot banners. Custom trading cards featuring QR codes linked to product details added an interactive element.
Staff wore custom Drägertown Dragons jerseys, creating camaraderie and doubling as walking ads. The creative details—from the immersive football field to the engaging trading cards—not only captured attendees’ attention but also delivered strong leads and product interest.
