Mitti
Global rebrand

SafetyCulture was a great brand name for a company specialising in safety, but quality and efficiency use cases had become the bulk of the business and deals were being missed because of the safety-related name. So the decision was made to revert to a disused insurance product name, Mitti. However the decision was made in haste, and our job was to imbue this word, which was short for mitigate, with new meaning for a new era of the brand.

In line with the mission, we developed a new brand platform and tagline, The Way The World Works, and new product positioning, The Operations System For Every Site, Shift and Standard, to make the offering and value super clear for what was a wide and diverse frontline audience.

One challenge SafetyCulture always endured was that no one could explain it in a way that the average person would understand. Even with high-profile Australian Open and NASCAR sponsorships, the brand’s purpose and value was enigmatic. So we created a printed brand book that got everyone on the same page from launch day. This supported global go-to-market teams in spruiking the name change and new AI-driven product offerings, as well as reminding engineering what they were here to build.. Based on the success of this, a customer-facing version was also commissioned to high-value leads.

Role: Verbal identity lead / Creative Director
Brand Design Lead: Claud Granneman
Brand Designer: Evie Smalley
Animator: Alex Verlan
Editor: Amy Prideaux
Head of Brand: Ash Sorensen