ABOUT
HOLY BATARANG BATMAN!
ABOUT
HOLY BATARANG BATMAN!
SafetyIQ
YEAR
2023
DELIVERABLES
Brand Strategy
Identity
Copywriting
COLLABORATORS
DSR Branding
SafetyIQ was entering a crowded safety software market where most brands look and sound the same. Formed from the merger of Australia’s JESI.IO and the US-based Safety Indicators, the challenge wasn’t just unifying two products, but finding a clear positioning that could cut through globally.
SOLUTION
Surveys showed that in high-risk environments, the last thing people want is excitement. They want things to be predictable. That insight led to the name SafetyIQ and the line “Predictability at Work,” reframing safety software as something that’s brilliant beacuse it’s boring. The visual identity is underpinned by a custom ‘Q’ that communicates the predictable cycle of safet. This is carried through the treatment of the typography and supported by a high-visibility ‘SafetyIQ Yellow’ palette.
RESULT
The brand launched at industry events in both Australia and the US, with staff and customers fully embracing the new and slightly unexpected direction. More importantly, it gave the global team a shared identity and a clear position in the market: standing for safety that’s unexciting in the best possible way, and reliable like clockwork.