Wolf Safety are a long established Sheffield company and are the world’s leading manufacturer of hazardous area portable and temporary lighting. Their products are made from the most durable materials and are ATEX and IECEx certified. They are used in some of the most hazardous places in the world and wherever an explosive, gas, vapour, mist or dust is present, creating a potential risk of explosion.
Modernising an existing identity
The Wolf logo was iconic within their marketplace and was embossed onto every product so we recommended retaining it and modernising the brand platform around it along with new brand positioning and messages.
Interviews with key members of the team gave us valuable insight into the company and their beliefs. The quality of the product was at the heart of the business, and every aspect of a Wolf product was meticulously designed to conform to ICEX and ATEX standards from the outer case, to the LED bulb, everything is quality and fit for purpose.
Brand promise, tone of voice and typographic style
We wanted the tone of voice to be bold, confident and strident to reflect the proposition ‘Without Compromise’. No flowery marketing terms, no unecessary jargon just clear, straight-talking copy written in plain English.
We wanted the product photography to also reflect the no-nonsense proposition. Products were shot in a technical way to show each face and aspect so that we could clearly show the shape, size and more importantly dimensions.