Kattsafe designs and manufactures industry-leading height access and fall protection products. With big ambitions for global growth, we partnered with them on a journey of brand redevelopment.
Their core challenge revolved around making the complex simple without undermining the seriousness of height safety. With multiple businesses operating under different brands and dozens of products with their own sub-brands, brand equity was being diluted. And while height safety is well established in Australasia through the need for compliance with regulation, continued expansion into a less mature North American market was essential to drive growth.
Insights unlock outcomes
Early in the relationship we put our time-tested approach to good use, spending time with Kattsafe's global leadership to understand their perspective on what makes their business successful. Their values driven perspective shone through with their commitment to saving lives, as did their commercial and technical accumen. Talking with Kattsafe's customer base gave good perspective that validated where we were heading.
At the core of this business are two connected truths. For over 20 years they have innovated a range of the most compliant height safety and fall protection equipment out there; not just meeting compliance but exceeding it. Coupled with a streamlined operation that makes specifying, buying, installing and maintaining height safety as simple as possible.
Strategic simplification
Customers don't want complexity; they want nothing in the way to making the right height safety choice. That is what led our recommendation to simplify the brand architecture to a 'branded house', removing all product branding and sticking with a single name to build value with.
Two become one
Developing a new name rather than leading with an established name promoted the sentiment of two businesses merging under a new name over acquisition. 'Kattsafe' was a familiar common ground with one of their leading products being named the 'Katt ladder'.
A bold evolution
The visual identity we developed for Kattsafe needed to have strong connections back to the original branding, allowing for a connection to the 20+ year legacy of the original ‘Sayfa’ name. Where we landed was bold, confident, and flexible. With endless brochures, technical documents and packaging we have provided a visual toolkit that supports endless applications.
The business of transitioning a global brand
Transitioning out a range of brands whilst launching Kattsafe was no small feat. A key focus was achieving this relaunch without alienating the market or damaging the brand. By working closely together with the teams at Kattsafe Australia and USA, we supported a brand transition over a multi year period. This required careful management of multiple audiences to communicate the change, including both existing customers and the market as a whole.
Through our understanding of the Kattsafe business, what they stand for and who they are selling to, we have been able to add value across a number of areas. By being a trusted partner and integrated in our approach we have collaborated with Kattsafe to develop new websites, support in the implementation of HubSpot CRM, and creative support in the development of campaigns for new product innovations.
"Plato work quickly and efficiently and are excellent at communication and keeping everyone in the loop. The distance between us in Australia and them in New Zealand never feels like a hurdle."
Chiquita Voss,
Marketing Manager
Measurable, meaningful results
Due to commercial sensitivity we cannot reveal specific numbers.
BRAND TRANSITION
Success
Uptake of the new name was strong, with signals of rapid uptake of the Kattsafe brand over the first 18 months post rebrand.
TRAFFIC GROWTH
14%
Increase in traffic growth in the first six months of 2025, continuing the trend of year-on-year growth.
ENGAGEMENT
30%
Lift in key brand engagements including product document downloads, and requests for technical documentation.
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