Safe Software
Background
Safe Software uses their FME software to capture spatial data and provide endless ways for their customers to interpret, analyze and visualize their data like never before. But their branding wasn’t communicating the breakthrough nature of what they do and there was a visual disconnect between their masterbrand and product design.
Idea
The design system was centered around a newly created circular symbol to represent the idea of data capture, while unifying the overarching Safe Software brand and their FME product. Through deep collaboration, we crafted a new brand platform, 'life to data,' capturing the essence of unlocking data's true value. Our design system, anchored by a circular symbol representing data capture, unifies Safe Software and FME across all touchpoints including typography, collateral, digital experiences, and office wayfinding.
Closely collaborating with Safe Software’s team– I was asked to lead an internal rebrand walkthrough for Safe’s creative department in order to ensure rollout success and conceptual understanding.
In January 2024, Dale Lutz, one of Safe Software's two co-founders, decided to cash out and sell his company shares for an estimated $200 million-plus. The Safe Software team estimates that the rebrand and relaunch contributed towards doubling the value of his shares, which were valued at around $100M before the rebrand took place.
Credits
Created at One23West
Creative Director: Jeff Harrison
Lead Designer: Lenny Kai Yang
Motion Designers: Jesse Shaw, Max Littledale
Writer: Kyle Waye, Schvonne Mckinney
Digital: Justin Close, Tori Chippindale, Joshua Mann
Peak of Data Integration Conference: Lenny Kai Yang, Claudia Deneault Robillard
Peak of Data Integration Conference, Digital: Tori Chippindale, Jordan Mill
Year
2023–Ongoing