At the beginning of 2017, Genoa Black was appointed by safety management specialist Safewell Solutions (Safewell) to deliver a comprehensive brand positioning, messaging and communication project.

Based in Banchory, Safewell provides a range of products and knowledge-based services within the breathable air supply business to help customers in a range of industries to mitigate risk. Safewell’s specialist knowledge and expertise ensures any invisible risk is made visible, manageable, maintainable and ultimately avoidable.

Genoa Black has been working closely with the team at Safewell over the past few months to develop a new positioning and messaging framework through market, competitor and customer research and the facilitation of a full day customer journey workshop.

The next phase of the project will focus on the evolvement of the Safewell brand, which accurately reflects the new agreed positioning framework and elevates the brand profile in the marketplace. Work will include the development of a revised branding identity and style, branded internal templates, a branded brochure and a number of key case studies.

Once both phases are completed, Genoa Black’s digital and design team will work closely with Safewell to ensure all refinement work on the branding and messaging phases are mirrored correctly.

Ed Gardyne, Director at Safewell Solutions commented,

“Safewell are thrilled to be working with Genoa Black on our Brand Positioning and Communication project. As a growing company, we chose to work with Claire and her team as we felt they completely understood our values and safety message and are therefore best placed to help communicate this to our potential clients.”