The Building Safety Group
Branding and website design
The Building Safety Group (BSG) is the UK's largest construction safety group, providing health, safety, and environmental advice and training to its members.
The challenge was to create a new brand that reflected BSG’s established position as the industry expert for construction safety advice and training. Their previous branding lacked visual impact and failed to connect with their target audience, while the website was difficult to navigate, find specific information or make a booking.
To overcome these challenges, I began by conducting thorough research to understand BSG's unique value proposition and target audience. Discovering that triangles are a prominent visual element within the world of safety, it was agreed that these should be a prominent visual for the new brand.
The new logo is a box made from three triangles which allow the initials ‘BSG’ to sit comfortably inside to create a bold and professional visual identity.
A new company font, Roc Grotesk, was selected for its friendly appearance which softened the sharp angles of the triangles and blocks of color.
To set the basis for the new brand style, a new website was designed that utilized people-focused photography for a friendly and professional feel. The site was designed with the user experience in mind, which included a two-tiered navigation for fast access to the three core sections and a more detailed hamburger menu for those with more specific needs. Additionally, links are featured throughout each page and a new online booking system was introduced to replace the previous email for availability approach.
The rebrand successfully elevated BSG's visual identity, making it more appealing and accessible to their target audience. The new logo, font, and website design, together with the accompanying collateral, created a strong, modern, and professional brand that better reflects BSG's values and mission. The materials designed for both internal and external communications helped to establish a consistent and cohesive brand identity, which was well received by stakeholders.
The rebranding of BSG helped to position the company as a trusted authority in the construction industry. The visual identity and website design improvements made it easier for visitors to the site to quickly find the information or course they required. The new brand style resulted in a positive impact on the company's overall reputation and increased engagement with its target audience.