We were asked to help Starn Group realign their international portfolio of safety brands while bringing clarity to operations and customer communications. The scope of the roll-out covered all touchpoints, from brand, product, print, digital, social, and spatial design.
Our first challenge was to resolve the brand hierarchy. Our approach was to unpack the enviable reputation that each independent business unit had built over the decades before exploring ways to redistribute the positive brand equity while improving the customer experience. To achieve this, we advised that the Dynamic Air Shelters, Safehouse Habitats and Sabre Safety businesses should be brought under the ‘Starn Group’ banner to embed consistent standards across the customer lifecycle.
Our process began by uncovering the common themes that united each brand, resulting in the ‘engineered safety equipment’ line, which we used to underpin all aspects of the brand. From iconography and typography to operational documents, everything at Starn Group has a uniquely engineered quality.
Building on the insights uncovered and decisions made during the strategic phase, we designed a brand system that would encourage greater collaboration and cross-selling of services. This included the visual and verbal articulation of each sub-brand, product and service.
We then redesigned the full range of user touchpoints — from physical to digital, and everything in between — realigning perceptions and improving recognition across each industry and region.
