Branding and Logo Design
Securus Firebags approached us for identity design for their bold new concept in fireproof document protection. We discussed the market and target positioning of the product with the customer, which helped inspire in the logo design. We chose yellow as the logo's primary color, denoting urgency and security. Securus' open-flap design inspired the logo's stylized envelope shape, while the logo's overall square profile implies sturdiness and solidity, which is important for a product designed to protect valuable assets. We selected a strong, modernized typeface which is friendly and non-traditional, in much the same way that Securus Firebags themselves are a non-traditional product in a market dominated by the usual fire safes.
We knew customers would want to see the quality of the product as close to first-hand as possible. To successfully introduce this new product on the market, it was important to show the details of the firebags in a unique way. We decided to conduct a professional product shoot. We requested some samples and set about to create a photo library designed to introduce them to the public. Lighting the product required a careful touch because of the reflectiveness and texture of the bags. We shot high-resolution photos to ensure that the photography would be useful for other media, including print, in the future. Each product was photographed against a neutral background in open, closed, and "in-use" scenarios, telling their story and showcasing each item's size and relative strengths to the public.
To help Securus FireBags get the word out, we developed an eye-catching double-sided direct mail piece designed to be printed on cardtock with spot UV. Bold areas of yellow, signifying original thought and positive feeling, stand boldly against slabs of solid black to highlight the four product offerings.
Along with witty headline, we took the concept of a "lightbulb going off" indicating a good idea and turned it into a fun backdrop of the front page. The curved reflection of the bulb's element almost seems to smile at the viewer. The Securus Firebags logo, rotated and pushed partly off the side of the page, is used cleverly to frame off and separate the graphic elements on the back. We took advantage of our earlier photoshoot to add impactful images standing out against black to make them "pop."
Website Design and Development
In order to create an effective online presence, we wanted to develop a CMS-based site which would allow visitors to view and purchase items directly and easily, across multiple devices, from desktops, to tablets, to smartphones. To that end, we started from the ground up to create a fully responsive commerce site with a clean and organized layout. The site's color scheme includes orange accents to create a contrast to catch the eye and project an aura of optimism and forward thinking, with an off-white background to make the product photography stand out. Product images are large and inviting, allowing the products to speak for themselves.
Since the Securus concept was so new to the market, we crafted pages pointing out the positive aspects of firebags versus safes, discussing regulations and specifications, and describing the products in clear, straightforward language. This both allows the customer to come to the correct buying decision on their own and provides search engine optimisation.
The site boasts many colorful custom illustrations to help explain the benefits of Securus. A completely customized "flat" design was chosen overall for a clean, uncrowded, modern flair. Buttons are large and inviting. We added the capabilities to allow customers to "favorite" products and create their own logins within the shopping cart application.