6 Brands, one direction, a single visual identity and positioning for the Safety SA rebrand
Various brands. A complex arrangement. And our elegant solution. Here’s a glimpse into the strategy and process that went into the recent Safety SA rebrand – including the client’s feedback:
When safety-industry holding company Safety SA asked us to create a singular visual identity for its entire suite of six brands, the umbrella organisation itself had previously existed only on paper. It was comprised of various individual related brands. All of them had been doing their own thing for some time. And many brands would soon need to be individually revamped and repositioned in their various sectors.
Training company NOSA and testing and inspection laboratories, Aspirata, who’d have to be rebranded to AssureCloud, were already well known in their respective industries. And then the software side, currently known as Nosa Digital, would also be uncoupled and rebranded as MetrixCloud. So we’d have to balance the need for the new with what people already trust.
At the same time, Safety SA and all of its sub-brands needed to be able to play on the local and international stage. All while the entire collection needs to not only look and feel branded, with a single brand voice but, due to the industries they compete in, also needed to inspire confidence and trust.
And that’s here Design Infestation came in.
THE SIMPLEXITY: OUR APPROACH
To satisfy the needs of having 1) a single branded voice across all sub-brands that 2) relays trust and credibility, 3) and is credible anywhere in the world, we created an all-new branded house look for Safety SA.
And to achieve this, we started with the top of the pyramid – Safety SA itself – where we worked with the client to understand their brand purpose and values, which translates to “We want to make the world a safer place.” And from there develop their positioning, vision and mission.
This led to the visual identity, making use of the green and the star element for the logo, and then the tagline: “Life is Precious.”
This is important because right from the top, the messaging could filter down to each individual brand. The main brand seeks to make the world a safer place. And each sub-brand in their individual industry represents the actions of fulfilling that purpose – through training, through software etc.
We even show this visually, by using a single point of the parent brand’s star element and bringing it into the visual identity of each sub-brand.
The client was overwhelmingly happy with all the final elements of the branded house in the Safety SA rebrand. This includes the leadership of the sub-brands who’s visual identity would change completely, such as Aspirata MD Venisha Bachulal and Nosa Digital’s Francois Vermaak.
“I love the look and feel,” says Mr Vermaak. “I was not sure about the initial identity design and the logos, but it has really come together nicely. Really well done.”
With the Safety SA rebrand positionings and visuals in place, Design Infestation is assisting all of the brands under Safety SA in applying the new looks. Plus: We’re assisting each in creating and developing their digital presences – so expect more awesome Safety SA presences online.