Explore how Balanced Marketing partnered with Lone Worker Solutions to redefine its brand identity, enhance its online presence, and develop comprehensive marketing strategies, ensuring its message of safety and reliability reached a broader audience.
Comprehensive brand identity overhaul
Lone Worker Solutions (LWS) enlisted Marc Bates at Balanced Marketing to spearhead a comprehensive rebranding initiative. The goal was to create a new corporate identity that encapsulated the company's evolution since its inception in 2009 and laid the groundwork for future expansion. The rebranding effort was meticulous and thorough, redesigning every facet of LWS's internal and external communications.
"Marc provided a no-nonsense approach to content development. He always recommended straightforward and practical solutions that aided functionality and audience comprehension. He presented technical detail in a way that was clear and easy for our customers to access, and offered a very cost-effective service." - George Stavrinidis, CEO, Lone Worker Solutions
Geometric Font: A Modern Classic
For the logo, I selected the Futura font, designed in 1927 by Paul Renner for the Bauer company. Futura's geometric shapes and modernist aesthetics, inspired by the Bauhaus school, made it an ideal choice. Its bold and confident appearance provided a contemporary edge despite its historical roots. To add a unique touch, we introduced custom ligatures linking the 'o' and 'k' of "worker" with the 'l' and 'i' of "solutions," symbolising the connection between LWS and its clients' staff.
Bold Colour Palette
I revitalised the existing colour scheme of pale blue and light grey by incorporating bold shades of blue and yellow. This strong contrast not only refreshed the brand's appearance but also ensured it stood out in a competitive market. The new colours maintained tonal harmony with the old palette, allowing for a seamless transition on the then-existing website with minimal adjustments.
Narrative Icon: Arrow & Spotlight
The Arrow & Spotlight icon became the visual cornerstone of the new brand. Together, they form a location marker, symbolising LWS's commitment to knowing and protecting the whereabouts of lone workers. This versatile icon can be used independently or in conjunction with the company name, often extending beyond the page to create a dynamic visual effect.
Descriptive Strapline: 'Protecting Your Team'
I introduced the strapline 'Protecting your team' to communicate LWS's mission. This warm and direct message underscores the critical nature of LWS's services for their clients' success. The strapline is typically positioned in relation to the Arrow & Spotlight icon, either vertically or horizontally, depending on space constraints.
Comprehensive Marketing Services
My partnership with LWS extended beyond rebranding. I provided a wide range of ongoing services, including:
Brand Identity Design & Deployment
Branded Merchandise
Brochure Design
Content Planning & Development
Exhibition Stand Design & Event Collateral
Marketing Strategy
Picture Editing
Stationery Design
Sales Strategy Integration
Social Media Management
Personal Branding for Key Staff
Website Design, Build & Development
SEO
About Lone Worker Solutions
Lone Worker Solutions is dedicated to safeguarding employees, managers, and shareholders from the inherent risks of working alone. Their bespoke solutions are tailored to each organisation's specific needs, ensuring comprehensive safety for staff working remotely, out of sight, or in customer-facing roles. Their proprietary platform, Safe Hub, offers extensive features, including emergency, buddy, reactive, proactive, broadcast, and virtual barrier functions, compatible with a wide array of devices and apps.
Rebrand: Paving the way for continued innovation
The rebranding of Lone Worker Solutions by Balanced Agency marked a significant milestone in the company's journey. The new brand identity not only reflected LWS's growth but also paved the way for continued innovation and expansion into new markets. This collaborative effort showcased the power of strategic design and marketing in enhancing a company's presence and impact.
Find out more about Balanced Marketing
About Marc Bates
Marc Bates, the founder of Balanced.Marketing, brings over two decades of expertise in print and digital advertising. Having worked with esteemed clients like Microsoft, the British Heart Foundation, and the Chartered Institute of Marketing, he specialises in developing targeted communication strategies that span charities, start-ups, and SMEs. Balanced focuses on creating compelling, cost-effective marketing solutions that resonate across a diverse client base in the UK.
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