A leading safety and utility damage prevention advocate organisation was struggling with entrenched brand confusion after breaking away from a federation of businesses operating under an established umbrella name. DAIS was engaged to execute a strategic rebrand, crafting a new identity that captured the company’s pioneering vision with a strategy that clarified, claimed and marketed their position, elevating their industry-leading solutions beyond the competitive landscape.
After workshops with the directors and a deep analysis of the industry landscape, DAIS identified an opportunity for the relaunch of the brand to not only resolve market confusion but also allow the company to diversify beyond their original offering of utility detection and underground asset protection certification.
Leveraging the company’s superior safety standards, DAIS developed the name CERTLOC with a comprehensive brand strategy that repositioned the company as the leading global institute for locator certification. The rebrand strategically evolved CERTLOC into more than certification specialists, but safety activists and industry influencers who provide support, training and assessment to promote safer industry standards and revolutionise the locator training industry throughout the world.
“Working with DAIS to develop the CERTLOC brand was a highly collaborative and rewarding experience. Their strategic approach and creative execution helped us bring our vision to life with clarity and impact. The positive reception of the new brand has exceeded our expectations, showcasing its effectiveness and appeal.”
Robert Row, CEO
DAIS crafted a bold identity for the brand with a suite of assets designed to be visually unique and allow CERTLOC to claim their presence as a safety advocate. DAIS elevated the brand to a new market position with the technical descriptor Certified Locator Institute and evolved the company’s existing brand mark by building in a verification symbol to announce CERTLOC as the sector’s new benchmark standard, with the primary brand colours of gold and navy blue further articulating their authority as industry leaders.
CERTLOC’s mission of raising safety standards and efficacy is reflected in both the brand promise, Find Certainty, and brand theme, Safe Safer. These foundational values infuse the brand voice with an integrity and credibility that lifts them beyond their competition, and are embodied in the campaign lines ‘Get CERTLOC Certified‘ and ‘Don’t Settle For Skilled‘, which announce the brand as the global leaders in locator safety, with CERTLOC Certification viewed as the preeminent classification to be worn with pride.
DAIS orchestrated a dynamic, multi-platform launch-to-market strategy, including animated videos, webinar consultations, a redesigned website and a suite of assets that articulated the brand’s new positioning. It was important for all stakeholders to be taken on the journey of the brand’s transition, and to more effectively target these stakeholders, DAIS worked collaboratively with the directors to reorganise the structure of the company, developing two distinct sub brands with the modular brand mark, CERTLOC Solutions & CERTLOC Certifications, that clarified and claimed the company’s emergent solution streams. Supported by our creative direction, CERTLOC was introduced to the market with an authoritative brand voice that established them as the industry’s new benchmark and leading safety advocate.
DAIS orchestrated a dynamic, multi-platform launch-to-market strategy, including animated videos, webinar consultations, a redesigned website and a suite of assets that articulated the brand’s new positioning. It was important for all stakeholders to be taken on the journey of the brand’s transition, and to more effectively target these stakeholders, DAIS worked collaboratively with the directors to reorganize the structure of the company, developing two distinct sub brands with the modular brand mark, CERTLOC Solutions & CERTLOC Certifications, that clarified and claimed the company’s emergent solution streams. Supported by our creative direction, CERTLOC was introduced to the market with an authoritative brand voice that established them as the industry’s new benchmark and leading safety advocate.
CERTLOC is now positioned as a global leader in the Certified Locator industry. Their strong brand aligns with their core theme of keeping people safe with high-level and comprehensive training and courses.
