WORK

Kattsafe is a family-owned business that designs and manufactures industry-leading height access and fall protection products. With big ambitions for growth worldwide, we’re helping set them up for success with a strategic approach to everything from transitioning through a major rebrand to streamlining their product structure, and more.

Formerly known as Sayfa Group, the Australian business had acquired an American business and increased product lines. However, they were operating under separate names and brands, as well as having multiple sub-branded products. This did not reflect the findings of our research into the category and business which showed they were well-known for innovation and simplicity. So it was decided to move forward under a globally unified brand – Kattsafe (named after one of their most popular product lines). The Kattsafe brand positions them as strong, confident trailblazers who care more and do more to make height safety simpler.

One simple brand

Through years of product innovation in the height access and fall protection category, Kattsafe had a range of incredible products, that were all housed under different brands. We simplified this structure and brought it all under the single Kattsafe brand to streamline the customer experience.

A confident brand for an industry leader

Inspired by our brand strategy, we created a stripped back, strong brand identity. Leveraging the existing equity in the Sayfa brand by maintaining a deep blue, we updated it to something fit for an industry-leader with simple but powerful brand mark that can be used for additional flexibility. With the long-term in mind, the brand is designed to carry Kattsafe on their global journey for many years to come.

Transitioning the brand with care

With long-term equity in Australia but a relatively new acquisition in the USA, we took a long-term, two-pronged approach to managing their transition from Sayfa Group to Kattsafe, engaging with current customers early and communicating the change across multiple touchpoints over several months to ensure a smooth transition.