AG Security Group.

Branding

AG Security Group is a leading national security provider with offices in Sydney, Melbourne & Adelaide. With close to uniform branding across much of the security industry, we were tasked with differentiating the Group to reflect this market leading position.

Although widely established, the Group's brand failed to stand out from its competitive landscape. Without turning the deep-seated brand upside down, we subtly modernised the trademark by updating its typeface, adding a slight gradient & restructuring the hierarchy to include all components within a single form. We then turned existing brand implementation guidelines on their head to stand AG Security Group apart from the pack.

Environmental

The AG Security Group brand extends to thousands of signage points across Australia. Early industry analysis identified a close to uniform approach to security signage – with practically every sign incorporating an oversized logo (commonly in red & black & often including a triangle) coupled with the word security on a on a 450mm white square of Corflute. Sound familiar? This standardised approach to signage made distinguishing between security providers next to impossible from even a short distance.

We completely restructured the hierarchy of the Group's signage, shifting importance away from the difficult to distinguish trademark & placing it instead on a grabbing headline. Sign sizes & dimensions were additionally modernised & red has been emphasised as a primary brand colour. The result is a sign that's instantly identifiable by its colour & shape from a distance & an attention grabbing talking point up close.

& Everything Else

The primary brand colour was in turn implemented across all stationery, ads & broader collateral. We again looked for clever ways to highlight the cutting-edge nature of the organisation. The padlocked tender response above, for example, provides a tongue-in-cheek representation of the Group's attention to detail when it comes to security measures.

We additionally redeveloped the Group's website to reflect this updated branding. Throughout the process the website was converted from Flash to HTML/CSS. It now meets worldwide standards for usability & accessibility & has been optimised for search engines such as Google. Content management functionality has been custom developed & integrated to allow the Group to manage frequently updated sections of the website in-house.

Awards

This project was recognised in the Publications — Promotional category at the 32nd Annual Advertising and Design Club Awards held in 2009.