Anthony Neary, MD at Safe, was all too aware of the changing face of online retail and the challenge he’d face in the coming years from marketplace retailers. He needed a strong brand to establish the company as the ‘go to destination’ for safes, locks and security solutions.

Services: Brand and repositioning
Safe Logo Develoment

The project

The company was set up for success – they had great supplier partnerships, a hugely knowledgeable team in the office, and oozed the passion and enthusiasm to grow.

It was this insight that we started with. The name, ‘The Safe Shop’, and brand looked tired and very functional, and didn’t reflect any of the knowledge, expertise and advice that the company offered. We changed the name, dropping the functional ‘shop’ element, and ‘Safe with us’ became the new brand positioning. We developed the positioning, the visual brand and tone of voice, and worked hard behind the scenes with the digital team at Safe to rebrand the whole site, bringing the brand to life. The brand was launched to staff on a Friday afternoon and rebranded the office over the weekend. The strategy and creative for the external advertising campaign was developed to increase awareness of the Safe brand.

Safe Rebrand 2
Safe Rebrand 4
Safe Internal Comms
Safe Digital Applications

“The team did such a great job of guiding us through this process, the brand they created for us is spot on and is easy for us to live up to as it truly captures who we are. They wowed us creatively and are full of ideas for how we give customers a fabulously branded experience”.

Anthony Neary, Managing Director



© 10 Associates

Safe Advertising
Safe Rebrand