Safeaid initially approached us to rebrand the organisation and bring some of their other service and product brands under a united and logical brand hierarchy. Over time the brand had become fragmented and we needed to introduce structure whilst modernising the look and proposition.
Safeaid have a number of services and their own product range, Signal, that sat under separate logo identities. These needed to be redesigned to sit comfortably under the Safeaid brand whilst also maintaining its own identity. As well as the design treatment, we worked on core product and service propositions to position Safeaid's excellent quality and value in the market.
In order to fully understand how products and services fitted into the wider organisation, we held a day's workshop with the Safeaid team to shape a shared brand logic and vision that everyone could buy into. Having agreed this we were able to bring brands in under the Safeaid hierarchy and introduce a discipline that gave cohesion to everything going forward.
The development of brand guidelines provided a clear hierarchy of the brands. We developed each of the sub-brands to sit logically within the wider brand look and feel and provided clear guidance on how all the brand elements worked in any given situation. The brand guidelines provided sample headlines, message and propositions as well on guidance on tone of voice and writing styles. We provided examples of brand use across digital and print assets and demonstrated how products and services should be treated.
An important part of the brand process was to shape headlines and copy to have real impact with the audiences. The use of language and choice of proposition is important not only to engage with the audience but also to address the buying criteria and communicate relevant key benefits.
We have been working with Safeaid since 2017 and enjoy an ongoing relationship as we continue to help them to shape and refine the brand.
As a business selling PPE directly into the rail and aggregates industries there are certain colours and graphics that feel familiar to these audiences. We developed the brand to feel very much part of these environments. The use of imagery is also important and we worked with Safeaid to establish a photography style and subsequently arrange new photoshoots.
