![Silver](https://betterfutureawards.com/mel23/images/silver75.png)
Project Overview
Everyone loves a bit of personality in a brand. So we developed a new name, a new brand and a fresh new face for a team of passionate security system specialists, looking to create positive change in their industry.
Project Commissioner
Project Creator
Project Brief
It’s an industry that hasn’t always enjoyed a positive reputation. Sales and installation of security systems, and the companies that support them – has typically been awash with vested interests, cookie-cutter solutions and lock-in contracts that tend to put profits before people. It’s an industry that was stuck in a rut. Culprit Security (formerly JQ Security) came to us with a desire for a fresh new face. As an established business looking to plot a new way forward, they wanted to better tell their story; a story that not only reflected their expertise, but better reflected who they are – a bunch of good people who love good security. Quite the antithesis of the broader industry reputation, as it turns out.
Project Innovation/Need
With a nod to security, the ‘Culprit’ name was born. It was a little ‘out-there’ but that’s exactly what was called for – a memorable name that would help set them apart – and put a smile on your face. It’s a light-hearted approach to business naming that has proven highly successful in highlighting Culprit’s internal culture – a key element that supports their new brand.
Much like Culprit’s approach to business, we humanised the brand by creating a quirky suite of images to underpin the identity, and embody the Culprit personality. Captured in a candid style, they were intentionally portrayed as observational, unexpected moments in the office. Paired with a touch of illustration, it culminated in a brand ‘look & feel’ that couldn’t be further away from their competitors.
Who says security can’t be fun?
Design Challenge
Communicating points of difference is a multi-layered exercise. Adding depth to the brand, we crafted a suite of strategic messages for use across various printed and digital collateral – messages that leverage Culprit’s refreshing, straightforward straight tone of voice. ‘Buried in contracts no more’, ‘no jargon or tech babble here’ and ‘we’re keeping it real’ helped drill-down on familiar industry shortcomings and showcase what Culprit does best.
I was all about ‘security done differently’ – which is the Culprit way.
Effectiveness
Our scope entailed end-to-end; brand strategy, naming, identity, website design and development, publication design, illustration, copywriting, branded apparel and production management. Effectiveness was n immediate and noticeable increase in new business – 30% in the first year alone. And increased client engagement – after all, telling a story in an interesting, engaging way is always good fun to talk about!
Graphic Design - Identity and Branding - Corporate
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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