SafeSmart Access · Brand Transformation
SafeSmart Rebranding
Bringing a new global identity into every U.S. customer touchpoint, from documents and digital platforms to events, environments, and sales materials.
Project File · 0201 · The Transformation
A Better Way
Forward
In 2026, SafeSmart introduced its first major rebrand in more than a decade, creating an identity that better reflected the company it had become.
SafeSmart’s focus and mission had evolved alongside the industries it served. The new identity brought that evolution into view, placing the company’s commitment to finding A Better Way™ at the center of the brand.
I became responsible for implementing that transformation across the United States branch. Every document, digital asset, website, landing page, event, and customer-facing touchpoint needed to become recognizably part of the new SafeSmart.
The work required more than replacing logos or changing colors. It meant building consistency across different platforms, teams, formats, and audiences while preserving the practical clarity required in the industries SafeSmart serves.
Through thoughtful collaboration with our global counterparts, I worked to ensure every detail was accounted for and that the new visual identity matched the dedication, confidence, and innovation already represented by our products.
SafeSmart Access · Project Film
Building LAX
Beyond the Runway
A new airport terminal taking shape beyond one of the world’s busiest active airfields.
Terminal 5 is being rebuilt through Offsite Construction and Relocation, allowing major sections to take shape away from active airport operations before being moved into position. SafeSmart’s Z-Stack™ provides adaptable multi-level access throughout this ambitious construction process.
03 · Branded Environments
The Brand,
Built at Full Scale
Transforming SafeSmart’s trade show presence into a physical extension of the new brand.
I led a complete overhaul of our trade show booth designs, creating environments that could communicate SafeSmart’s identity before a conversation even began. Clear messaging, confident imagery, and consistent visual structure helped every space feel recognizable, purposeful, and built around A Better Way™.