Brand activation for a global security technology leader
In July 2022, Securitas completed the purchase of STANLEY Security for $3.2 billion, from Stanley Black & Decker. This strategic acquisition has secured Securitas's global position as a leading security services company, as technology increasingly evolves how security devices, systems, networks, and services are used by companies to protect their people, assets, and buildings.
In making the acquisition, Securitas needed to efficiently and effectively introduce and communicate globally the newly formed electronic security offering to internal teams, existing customers, and new ones. This also needed to position the enhanced electronic security services within Securitas
To achieve this a brand name and identity was created for the division - Securitas Technology.
Securitas's global brand agency had created Securitas Technology's brand identity at a high-level, but there was a need to rapidly develop the concepts and brand guidelines so the brand attributes could be applied to all physical and digital assets. Human Thinking's Identity team was appointed to work with Securitas Technology's leadership and in-house marketing and design teams, and Securitas's lead branding agency, to accelerate this brand transition and creative production roll-out.
Speed was paramount. The ability to rapidly deploy the new Securitas Technology brand identity was critical in Securitas being able to recognise as much equity from the new acquisition within the shortest amount of time. In addition, bringing the new brand to market communicated clearly why Securitas had a right-to-play within the new era of data driven AI security solutions and supporting services, and the right-to-win at a global level. Since launch, it has created a platform for Securitas to not just tell shareholders and stakeholders about the growth strategy being taken, but to show them.
The challenge was that where such an initiative would take at least 12 - 16 months, Securitas needed to achieve the creation of all global brand concepts and guidelines ready for roll-out in six months.
To achieve this, Human Thinking created a dedicated Identity team. This was lead by the Human Thinking's Identity Programme Director and Creative Director. A team of graphic, motion, and CGI designers with a photography retoucher and a copywriter was formed. Positioned as an in-house team, Human Thinking was able to easily and seamlessly define, adapted, and adopt the required workflows and sign-off procedures to deliver at speed.
Human Thinking provided the accelerated support necessary for Securitas and the Securitas Technology team to meet their objectives. To be fit-for-the-future and to demonstrate a right-to-win within the global security market.
