PERIOD 2021-03 ~ 2025-04

When Daelim Industrial changed its name to DL Group and renewed its corporate identity (CI) in early 2021, the group aimed to update its long-established brand image in consumers’ minds and establish a new image among people in their 20s and 30s.

To support this transformation, Prain Global produced a digital video highlighting DL Group’s distinctive strengths, including its continued involvement in art through initiatives such as D Museum and the Daelim Beads Museum, alongside its construction and petroleum businesses. The video celebrated the group’s new beginning with a witty approach. Rather than featuring celebrities or well-known artists typically associated with corporate rebranding campaigns, it brought together DL Group employees and emerging artists to convey the company’s values of cooperation and mutual growth.

In the first phase of the campaign, DL Group collaborated with emerging artists around keywords such as “fun,” “new,” “creative,” and “unique.” The group’s logo was reinterpreted through a series of short-form videos titled “DL works,” combining artistic elements with DL Group’s distinctive character while naturally building anticipation for the main campaign, “Let’s Draw DL.”

Emerging artists Cho Core, Li Lu, Sui Ko, Min-Joo Ahn, and Hae-Kang Lee each interpreted DL Group’s new CI through their own artistic perspectives and distinctive creative worlds. The resulting content was designed to feel more like a work of art than a conventional advertisement.

Consisting of 10 videos, “DL works” recorded a total of 12,035,811 views within approximately one month of its release, successfully serving as a bridge to the main campaign, “Let’s Draw DL.”