Public Safety
Frontline Safety
A bold rebrand, a new website, and a full design system for an emergency-vehicle upfitter that equips the people who answer the call.
The Challenge
Frontline Safety outfits the vehicles first responders depend on, but their brand and site did not carry the weight of that work. They looked like a vendor, not the specialist a department trusts with its fleet.
Frontline Safety builds out the vehicles that police, fire, and EMS crews rely on when it matters most. The work is precise and high-stakes. Their brand and website were not keeping up.
We rebuilt the brand from the mark out. A bold shield, a tactical palette, and a type system give Frontline Safety the authority of the specialist they are, holding up everywhere from a vehicle wrap to a trade-show floor. Then we designed and built frontlinesafety.org, a dark, confident site that makes their upfitting and outfitting work clear and gets departments to start the conversation.
We also designed the collateral that puts them in front of the right people, trade-show banners, table covers, and print, all built on one consistent system. The result is a brand that looks like it belongs on the frontline.
The work
Built for
the frontline.
The Outcome
A brand and presence that finally matches the work, built to earn the trust of the departments and agencies that put Frontline Safety's vehicles on the road.