17 Sep 2024

REBRANDING A GLOBAL SECURITY DESIGN FIRM

Brand Strategy
Brand Guidelines
Brand Identity Design
Corporate Identity

Editorial Design
Print Advertising
Website Design
Logo Design

Strategic Rebrand of a Leading Security Design Firm:

An award-winning global security firm specialising in designing, building and running security systems for many of the world’s largest organisations. To align with its future vision and expanded 360-degree services, the firm sought a strategic rebrand and identity transformation. PURE Creative Global was selected to lead the comprehensive rebrand, setting the vision for the company’s new identity across its global offices in London, Hong Kong, New York, and South Africa.

The creative team began by refining the Brand Strategy and positioning line, then progressed to designing the Logo, Brand Identity, Website and Communications to ensure a cohesive global representation. The newly crafted brand assets from digital to print formats, were then rolled out across all global offices. The PURE team delved into the company’s evolution, from its early stages of scientific discovery to their current position as a significantly larger company with offices worldwide. The rebranding initiative culminated in a new brand positioning and a new identity that is both practical and reflective of the company’s new direction.

Brand Discovery and Strategy

Visual Identity

Before landing on the strategic direction for the rebrand, the PURE team undertook a comprehensive immersion and consultation process with the Executive team and Founder. Here they explored the full journey of the company from its early years as a bespoke security design firm to their current state as a global full-service security firm covering development to maintenance. The new brand position and identity needed to showcase the 360 service offering, one company to service all their global security requirements.

Logo and Icon Design: The logo, central to the new brand identity, draws inspiration from the company’s core design and technical engineering services. In an intricate geometric pattern, triangles unite to form a hexagon which subtly forms a ‘Q’, connecting the monogram to the company’s name and heritage. This focused brand identity was created to communicate a more modern aesthetic.

Brand Collateral

Brand Identity: A refined new colour palette of indigo blues and silvers was complemented by pastel blues and greens. The brand language was built up of geometric triangular shapes to form graphic patterns and imagery.The bespoke logotype, Q icon and full brand suite incorporated all corporate identity assets. These included company stationery design, report designs, brand templates, social media templates. All captured into a comprehensive Brand Guidelines Manual that includes brand applications, brand strategy, colour palette, logo rules and communications guidelines. The full suite of brand assets was compiled into a comprehensive Brand Toolkit, ensuring consistency and clarity across all offices and departments.

The Brand Guidelines

Pure Creative produced comprehensive brand guidelines that detail the correct usage of the logo, color palette, typography, and other brand elements. This ensured consistent communication across all platforms.

Digital Presence

Designing and developing the new website took strategic digital planning. The objective being to showcase the full suite of services, several thousand case studies of successful projects across the globe. To align with the balanced geometry of the logo identity, a strong grid was designed, allowing images and text to align in a neat and balanced manner. Imagery was complimented by small animations to add movement to the pages. Generous use of white space and clean typography and font use, makes the pages clean and modern yet still exciting.

The Results

Since the successful rebrand, the company has had rapid business growth and more than eighty new staff hires. An indicator that repositioning and rebranding your company well, will drive new client sales and returns.

Conclusion

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Lynn Martin

13:54 14 Jun 21

I would recommend anyone needing to define their Brand Strategy and design their branding collateral to contact the Pure Creative team. They worked closely with our team to achieve our branding goals and deliver on our plan.Lynn Martin / Group Strategist @ The Mobius Group