We worked with Leicestershire Fire and Rescue Service to refresh their brand, enhancing community engagement and public awareness of their vital services.
Leicestershire Fire and Rescue Service (LFRS) sought to enhance public awareness of fire safety and promote their services through a brand refresh. They aimed to create a modern, engaging identity that would resonate with the community and effectively communicate their mission of protecting public health and wellbeing through fire safety awareness.
We carried out an audit on the existing LFRS brand, including their website, the use of social media and the look and feel of brand assets. We found that the brand was confused – there was valuable information, content and ideas, but it lacked a cohesive purpose that communicated their brand values.
This analysis gave us a springboard into where we wanted to be – LFRS didn’t need a full rebrand, they needed a redesign of key features and an evaluation of the brand’s position.
The cornerstone of LFRS’s refresh was defining their purpose, which we did through the strapline: ‘Safer People, Safer Places’. This strapline informed our work on the new imagery and graphics and helped to unify the brand. With a clear brand identity, the message stood a better chance of engagement both within the fire service and with the public.
The identity we created for ‘Safer People, Safer Places’ was based around three combined visual elements – Targets, People and Alarm symbols. These three images combined to make a symbol that encapsulates the work of LFRS.
The fire service as an institution had strong, bold colours already associated with it. We felt it would be counterintuitive to attempt to recolour the organisation – you don’t get green fire engines, after all. Our palette refocused the yellows, reds, blacks and greys already associated with the fire service, giving a striking image.
Further work with LFRS included new fire engine and van livery, exhibition graphics, a website refresh and a comprehensive toolkit of graphic icons. The icons were created, along with a range of illustrations, to be used by third parties to clearly portray stats and information, further helping to communicate their key messages around public health and safety.
To amplify LFRS’s community engagement, we produced a compelling two-minute video showcasing the diverse roles within the service beyond firefighting, including rescue operations, organisational tasks, and community outreach.
Over a year, our team collaborated closely with various LFRS departments, capturing authentic footage that highlights their commitment to public health and safety. The video, which registered thousands of online views, effectively informed and educated the public about LFRS’s comprehensive services, reinforcing their mission and enhancing public perception.
“We’re incredibly pleased with the amazing work Arch Creative has completed for Leicestershire Fire and Rescue Service and the Safer People, Safer Places refresh. They’ve revitalised our brand.”
– Communications and Design Coordinator, Leicester Fire and Rescue ServiceBy developing the Safer People, Safe Places identity, LFRS has established a fresh, modern presence that resonates with the community. Today, LFRS is well-positioned to continue its mission of protecting and educating the public, with a clear, cohesive identity that communicates their mission for years to come.
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