FireMate
No one wants to do business with robots! At FireMate, we believe in the human side of software.
By combining our industry insights with industry-specific software you'll receive expert support to help you make the most of it.
BRAND
STRATEGY
Overview
FireMate started life as a single product. With the acquisition of a number of businesses within the portfolio ‘FireMate’ the holding company needed to be differentiated from ‘FireMate’ the product. A value proposition, for both the holding company and the suite of software solutions was developed.
The Key Insight
Two key take-outs emerged from the brand strategy phase of the project: '150 years of industry insights' combined with 'Industry-specific software'.
These two unique selling points, the 'human side' of the business and the 'software-side', were combined as the key value to the customer.
"We want to make your life easier... With the combination of our expertise and our industry-specific software, we’ll provide you with a better and easier way to run your fire business."
BRAND
DESIGN
Proposition
"We want to make your life easier... With the combination of our expertise and our industry-specific software, we'll provide you with a better and easier way to run your fire business."
The Idea
The value proposition informed every aspect of the brand, from colour palette all the way through to the tone of voice. FireMate is a people first business, which was key to the art direction for the imagery. We wanted to show the people behind FireMate and their character –– They all wear red Converse, so this was captured too! No one wants to do business with Robots!
Deliverables
Brand strategy
Brand positioning
Brand design
Logo design
Art direction
Brand guidelines
Website design
