Turning an iconic product brand into a global group brand with a mission to make the world a safer place.
Crimsafe is an iconic Australian household brand known and trusted as the leader in home security screens, doors and windows since 1996. The executive team and Board of Directors were strategically shifting the business from a product-centric brand to a group brand with a portfolio of safety and security businesses. With any major change in business direction comes challenges that need to be resolved with a robust brand strategy. DAIS were engaged to deliver a strategy that managed the equity of the Crimsafe name and brand identity, re-structured the brand architecture, and engaged employees on the transition journey.
After facilitating workshops and in-depth interviews with the executive and leadership teams, DAIS found that the team was very connected and proud of the Crimsafe brand but it needed to evolve for the next business phase. Additional market research and competitor analysis were conducted before structuring their complex business structure into a simplified brand architecture. This process identified opportunities to create credential/certification brands that could be owned as a trademark. Building more value for the business and strengthening brand recognition with a ‘Living Safer Crimsafe Approved’ certification brand.
Crimsafe was retained as the group name to safeguard its established brand equity and maintain its deep connection with the team. However, the meaning of ‘Crimsafe’ was shifted to reflect the holistic story and new positioning of the group as the ‘voice of safety and security’. It was integral to connect the brands within their portfolio together under one cohesive group brand with the same promise – Living Safer. DAIS created a methodology and several brand tools to bring the brand promise to life. ‘Living Safer’ captures Crimsafe’s core philosophy across all industries and markets, giving their people a meaningful purpose to live out the brand every day.
Evolving Crimsafe from a product brand to a group brand with a varied portfolio required transitioning both the businesses, but also the team. Transition strategies mapped out how acquired businesses would fit into and evolve with the brand architecture while considering the existing brand’s equity and team engagement. To connect the Crimsafe team with the new strategy, we developed a comprehensive purpose and set of values, facilitated engagement initiatives, and provided brand resources to foster ongoing engagement. Crimsafe can now articulate their vision, mission, values and promise in a way that connects to their team and is scalable and teachable for the future.
