Repositioning a global security services brand for a new era
In 2012, security solutions business GardaWorld was taken private by a group led by the company’s founder and CEO Stephan Crétier in a transaction valued at C$1.1bn. Part of the strategy under the new ownership was to accelerate the company’s rate of international expansion. To signal the start of this exciting new chapter, GardaWorld asked us to create a bold new international brand – one that would be relevant wherever it operates.
We created a clean, modern look that underscores GardaWorld’s repositioning as a worldwide business solutions company that also provides security services – rather than a security company providing business solutions.
The first step was a new brand name. Garda became GardaWorld, which the international business was already using to differentiate itself from its sister business lines operating in North America. This emphasised the company’s global ambitions.
Flexibility was also a major requirement for the new brand, so we designed complementary colour palettes for individual business lines. These enable GardaWorld to ensure a consistent client experience, while giving individual lines such as international protective services, which operates in high-risk environments such as Iraq and Afghanistan, the ability to adapt to local requirements.More about this client >