Lazer Safe / Brand Refresh.
Lazer-sharp brand experience.
- Discipline
- Industry
Lazer Safe is a technology company founded in 1998 that specialises in the development and manufacture of control, safety and operator protection systems for press brakes and related sheet metal machinery.
Lazer Safe are now recognised as the global industry leader in their field.
Challenge.
Lazer Safe had a well-established presence in the industry and having been recently acquired by global group Halma had reached an ideal position to refresh and reposition the brand which hadn't been meaningfully changed since 2016. There was a need to consider how to best incorporate Halma as an endorser brand on collateral as well as how to reinforce their perception as a large, global business to facilitate easy choice for large, international clients.
Response.
Axiom worked with Lazer Safe to refresh the brand platform, further refining and maturing the brand experience, to better reflect them becoming part of a global company.
As well as visual refinements, we also refined the verbal language of the brand. Crafting a brand narrative to more clearly articulate and humanise their purpose, vision, values and brand tone-of-voice. We worked to refine their product and solutions strategy, helping to simplify how their diverse solutions would be communicated to market.
Result.
We of course kept the foundation elements of the original Lazer Safe brand that we had refreshed almost a decade prior, so as to not lose existing brand equity. The core colour palette of the brand also remained a constant, but we introduced a deep grey as an anchor colour, to provide more contrast and allow for a greater flexibility of design.
A new contemporary typeface was also introduced that features sharp, squared corners to subtly influence emotional connections - as it is reminiscent of the bend made by press brakes. We also refining the key graphic device of their brand platform, heavily refining each layer of the primary Lazer Safe graphic pattern to add greater depth and flexibility in the way it can be applied across both print and digital collateral.
High fidelity 3D modelling and motion graphic elements to further elevate the brand experience and showcase the unique solutions in a more engaging way that can be used on both exhibition and digital environments.
The refined brand was launched and received exceptionally well at the EuroBLECH exhibition in Germany in late 2024. We are currently working closely with them to deliver a comprehensive new website experience and other key initiatives that will launch later this year.
Lazer Safe has partnered with Axiom over the past fifteen years and they have strategically evolved and refreshed our brand to stay ahead of the market, and support our ambitious growth targets.
Axiom invest considerable time in understanding our business, our market, customers and competitors so together we can drive genuine brand impact. The quality of their work is outstanding and what they deliver always exceeds our expectations. From strategy, design concepts, through to our printed collateral, trade shows and digital presence, the whole-of-brand customer experience is considered, strategic and importantly, delivers results.
As the global industry leader in our field, our continual investment in crafting our brand perception has cemented our company position and brand far beyond our competition. More than 99% of our business is conducted outside of Australia, so our online presence, and participation at significant European and North American trade shows solidifies market perception, which is critical to our continued success.
Special thanks to the whole team at Axiom. We look forward to continuing to work together for years to come.
Lazer Safe
