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From muscles to know-how

in organic revenue growth
between 2010 and 2014

“I am absolutely convinced that our fantastic brand, our strong culture, our people who make a difference every day, our leadership in the field of safety and our strategy will create value for customers and provide shareholders with good dividends for many years to come”

Alf Göransson 
President and CEO

The problem

At a time when most security companies focused on men with muscles to communicate safety, we saw the opportunity for Securitas to differentiate and adopt a progressive mindset by focusing on brains instead of brawn.

Our ambition

Our ambition was to design a strategy and identity focusing on Securitas’s most important asset, the everyday heroes in the field. We wanted to portray them in a new way, as skilled professionals with a human touch. We wanted to focus the creative process on designing the touch points and tools close to the service experience – uniforms, vehicles, signage, imagery and employer branding material. Essentially putting effort into where we could create impact.

Our process

Our partnership began in 2007. Our first task was to define the problem at hand. We learned everything we possibly could about Securitas: the people, structure and business. With a solid foundation, we defined, designed and implemented the strategic solution, including positioning, brand platform, brand architecture, brand objectives, visual and verbal identity, brand guidelines, brand carriers and a communication concept for employer branding.

The result

A game-changing brand that set a new standard within the security industry.