Case Study: United Safety

united safety marketing services


  • Design of a new logo and brand identity which united the company, worldwide
  • Development of a Brand Standards Manual to be used globally in order to increase brand recognition and credibility
  • Development of marketing collateral and other communications pieces that consistently reflected the new brand identity and messaging
  • Development of two websites that were consistent in appearance but contained distinct content

United Safety Ltd. is based in Calgary, Alberta but operates facilities in 13 countries, worldwide. They are one of the leading, global providers of safety products, consulting, and training to the upstream and downstream oil and gas industry as well as other industrial process plants.

Marketects was contacted by United Shutdown Safety, the U.S. subsidiary of United Safety, located in Houston. This division of the company had just set up operations in Houston, and they were seeking an agency with heavy industrial experience to use various marketing channels to get the word out.

Corporately, the company had never worked with a marketing agency before and its marketing efforts were sporadic and never cohesive. As Marketects began working with the US division to outline a marketing strategy, United Safety Ltd. decided they would also charge us with developing a new website, and to take the company through a major rebranding initiative.

The rebranding project had to come before any other work was done. Marketects designed a new logo and corporate identity for the company, including a Brand Standards Manual which was printed and sent to all facilities worldwide in order to maintain brand integrity across all communications. Marketects also developed trade show displays; brochures; print ads; vehicle wraps for the company’s large fleet of custom, specialty vehicles and trailers; signage; and other marketing collateral that was representative of the new brand identity and messaging.

“Kerry provides fantastic marketing communications services. The Marketects team has great ideas and provides excellent value, is reliable, and very good at managing your outsourced marketing needs. Kerry understands how to stretch your marketing dollar and always provides options and works within our budget. I would strongly recommend her to anyone looking for an outsourced Marketing provider.”
Tim Wallace – Vice President

Because the U.S. division’s needs and target customers were unique as compared to the rest of United Safety’s customer base, it was decided to build a 2nd website for the US division, United Shutdown Safety. The USS site was to mirror the corporate site in style and appearance, but the content had to be consistent, yet distinct, in order for each site to be SEO compliant.

The bottom line: A successful company is now poised to grow even more successful by developing a brand identity and marketing communications that project the right image and clearly communicate the company’s value proposition.

Call Marketects today if your company needs a strong brand identity that will help position you as a leader in your industry.

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