brief: AusSafe is a provider of expert occupational health and safety services including consultancy services, training and educational programs. The client requested an update or refresh of the existing brand, which had become dated and confused. The communication to target audiences was visually inconsistent and hence appeared unprofessional.
solution: lumino acknowledged the existing brand had strong equity with current clients, and so wanted to maintain those elements most identifiable with brand, such as the crescent elements and circle/s, and blue & silver key colours. lumino chose to update the typography to reflect a more streamlined, contemporary look, we also tightened and refined the symbol creating a more compact application. We avoided the visual confusion of their existing collateral items by refining the layout and consistency of application with a new minimalist set of graphic elements, typography and corporate colours
result: the newly adopted typeface helvetica, created an instant and recognisably modern look. Overall the revised brand created a cleaner, consistent identity that was applied across the full range of corporate communications from stationery to inhouse document templates to exterior signage. The refreshed brand gives an indelible impression of contemporary professionalism and competence in AusSafe's field.