A brand that safeguards

Workshop | Brand strategy | Brand Design | Guidelines | Collateral

Project overview

With their great pedigree and ambition, Alliance Fire & Security came to us ready for a transformation. In the high-stakes world of fire and security services, they understood that a strong, clear brand identity is crucial.

As a trusted provider of comprehensive protection solutions in New Zealand, they needed a refreshed brand that better conveyed their extensive expertise and wide range of services. This rebranding journey aimed to craft a cohesive identity that underscores their dedication to safety, reliability, and excellence.

Research and Strategy

We’re an evidence-led agency.

Our rebranding adventure with Alliance Fire & Security began with a deep dive into their core values and unique offerings. Through engaging workshops and insightful interviews with General manager Kerry White, we unearthed the essence of what makes Alliance special. We distilled this essence into three foundational pillars:

1. Comprehensive Protection – Encompassing fire protection, security solutions, and Building Warrant of Fitness (BWOF) services.

2. Seamless Service – Delivering hassle-free and efficient processes from installation to maintenance.

3.Unwavering Reliability – Upholding the highest standards of safety and compliance.

These pillars became our guiding stars, ensuring that every step of the rebranding process resonated with Alliance’s mission to safeguard people and properties.

Creative and Brand Design

With this clear strategy in mind, we moved into the creative phase, focusing on developing a strong visual identity and compelling messaging that would resonate with Alliance’s objectives

Visual Identity: The new logo, featuring bold typography, symbolises stability and trust, while the logo mark, inspired by fire and security elements, conveys protection and vigilance. The colour palette, a blend of grey, black, and red, echoes the security and fire protection industry colour code, exuding professionalism and reliability.

We also developed a pattern derived from the logo mark to be used as a branded background, adding another layer of consistency to the overall brand identity, especially when used on official documents and other materials.

Brand Messaging: Our brand messaging strategy for Alliance Fire & Security centred on the core message of “Safe Buildings, Safe People.” To us, this succinctly captured the core of their “why” — protecting people and assets through comprehensive protection and reliability.

To demonstrate and substantiate this safety promise, we decided to emphasise their extensive range of services, from fire protection and security solutions to general compliance, thus highlighting how unique this comprehensive offering is in their industry. This approach allowed us to clearly communicate their ability to deliver on their commitment to safety.

By communicating their tailored, integrated, and advanced solutions, we created claims and headlines illustrating their ability to meet the specific needs of buildings, whether commercial or government.

We consistently applied this unified messaging across the redesigned website, marketing materials, and client communications to reinforce their refreshed brand identity.

Website Redesign

The website redesign was a crucial element in the rebranding of Alliance Fire & Security, and became a central character in this rebranding tale. Our goal was to create a digital presence that reflected the new brand identity while providing a seamless user experience. We focused on these three key areas:

• Visual Consistency: The new design obviously incorporated the updated logo and the refreshed colour palette. Our design directors repeated consistent visual elements across pages, creating a cohesive and professional overall look.

• Clear and Compelling Content: We crafted clear and informative content, aligned with the new brand messaging, highlighting Alliance’s extensive range of services and commitment to safety. Each service page was created to emphasises the benefits and unique aspects of Alliance’s offerings.

• Enhanced Functionality and SEO: We focused on user-centered design, ensuring navigation ease and quick access to information. We also kept key functionalities like an easy-to-use contact form. Additionally, we implemented SEO best practices to ensure fast loading times and improved search engine rankings.

Conclusion

The rebranding of Alliance Fire & Security is a story of transformation and renewed identity. By aligning their visual and verbal identity with their core values and services, Alliance has emerged as a modern, trustworthy provider of comprehensive fire and security solutions.

The positive feedback from clients and the successful launch of the new brand underscore the impact of this rebranding effort.

We are proud to have been part of Alliance’s journey and look forward to their continued success in protecting New Zealand’s commercial and government buildings