CSG – Security Company – NSW

We helped give a public face to an ‘internal’ community-focussed brand and, in the process, developed a strategic framework for transformational change

Some organisations work really hard to ‘manufacture’ a guiding purpose that unites their brand with their customers. In the case of CSG, the purpose that binds it to its communal audience is as authentic and important as any could be: protecting the lives and security of their community.

CSG has worked extremely effectively – always there, in the background – providing physical security at communal events and venues, as well as security advice, assistance and crisis response to their community.

CSG needed to enhance community awareness of their presence, enlist the active support of community frontline workers, and increase their pool of trained volunteers. We’ve been working closely with CSG to support them in the achievement of their goals and mission.

To establish an outward-facing brand identity and messaging, we first concentrated on the human relationships that support CSG’s mission.

We examined the complementary roles of CSG professional staff, their pool of operational and support volunteers who provide physical protection at events, and the frontline workers in community organisations who are often best placed to alert CSG.

Our findings informed the visual approach for representing the brand and laid the groundwork for ongoing strategic alignment of CSG’s stakeholders.

We created an outward-facing brand with a visual strategy that centred on a symbiotic, ‘ripple effect’ – the additive and complementary roles across the community-security ecosystem.

The visual device was then applied across CSG’s outward-facing communications, including their website.

The visual concept was further extended to CSG’s communication touchpoints, such as training presentations, collateral for frontline workers, and published reports.