Case Study / Total Safety

A Complete Make Over

After a decade of steady growth through acquisitions, Total Safety had met its match. So it bought its biggest competitor.

The merger forced Total Safety to completely rethink its brand. With the acquisition came new customers, markets, services, management and more.

Total Safety Executive Vice President of Marketing and Business Development Charles Ripoll quickly saw a need to mesh the merged companies’ brands and called BrandExtract for guidance and ideas.

The merger had created unplanned side effects for Total Safety ranging from large-scale market identity crisis to employee conflicts.

BrandExtract conducted a thorough brand gap assessment of the two companies.

We started with interviews of top management and a market exploration to identify brand opportunities and customer touch points. The initial assessment yielded more than 100 opportunities to address integration.

From there, we developed a new strategic position designed to address both the market voids and cultural target of building the entities into one unit. This was followed by new brand designs, ad campaigns, employee posters and a tradeshow booth. To complete the total makeover, we launched a new employee newsletter and new Web site.

Today the company has grown by 400 percent and the brand continues to grow and adjust as well.

From the start we had one goal in mind — to develop a total solution for both company and the market place.