Project No.27 —
Corporate Branding, Technology, Australia-Wide

Culprit Security

Culprit is a fresh new face for a passionate team of technology specialists, looking to create change in an industry that hasn’t always enjoyed a positive reputation.
The sales and installation of security technologies — and the industry behind it — has typically been awash with vested interests, cookie-cutter solutions and lock-in contracts that tend to put profits before people. Put simply, it’s an industry that was stuck in a rut. Culprit, formally JQ Security, came to us with a desire for a fresh new face. As an established business looking to plot a new way forward, they wanted to better tell their story. A story that not only reflected their expertise, but better reflected who they are — a bunch of good people who live and breathe security technology. Quite the antithesis of the broader industry reputation, as it turns out.

Brand Personality

Who says technology can’t be fun? With a little nod to security, the name ‘Culprit’ was born. It was a little ‘out there’ but that’s exactly what was called for — a memorable name that would help set them apart — and put a smile on your face. It’s a light-hearted approach to business naming that has proven highly successful in highlighting Culprit’s internal culture and a key element that supports its new brand.
Much like Culprit’s approach to business, we humanised the brand by creating a quirky suite of brand images to underpin the identity and embody the Culprit personality. Captured in a candid style, they were intentionally portrayed as observational, unexpected moments in the office. Paired with a touch of illustration, it culminated in a brand ‘look & feel’ that couldn’t be further away from their competitors.

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Security systems
"you can operate with ease"

Brand Language

Communicating points of difference is a multi-layered exercise. Adding depth to the brand, we crafted a suite of strategic messages for use across various printed and digital collateral — messages that leveraged Culprit’s refreshing, straightforward tone of voice. ‘Buried in contracts no more’, ‘no jargon or tech babble here’ and ‘we’re keeping it real’ helped drill down on familiar industry shortcomings and showcase what Culprit does best.

It was all about ‘security done differently’ – which is the Culprit way.

" Who says it can't be a little fun? After all, the difference here is not technology — that's the same wherever you go. It's a human thing — authentic people providing real-time support "

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Assembly Insight — Branding for Culture and Recruitment

Effective brands are not all about external audiences — they're multi-faceted. For many, internal audiences (ie. employees) will always be first and foremost. Effective brand positioning, coupled with a distinctive identity and engaging brand narrative, significantly enhances business culture and aids in the battle for talent.
A well-defined brand creates a cohesive and inspiring work environment, fostering pride and loyalty among employees. It can clarify a company's mission, values, and objectives, aligning employees with a common purpose. A compelling brand narrative attracts top talent by showcasing the company's unique culture, vision and opportunities for growth. Prospective employees are drawn to brands that resonate with their personal values and professional aspirations, making it easier for businesses to attract, retain and motivate high-calibre talent.

Learn more about how we develop brands for Culture and Recruitment ↗

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Culprit ♥ GOLD Award Winner ♥ Australian Design Awards ♥Culprit ♥ GOLD Award Winner ♥ Australian Design Awards ♥Culprit ♥ GOLD Award Winner ♥ Australian Design Awards ♥

Work Completed

End–to-end; brand strategy, naming, brand identity, brand photography, website design and development, print collateral, digital and outdoor lead-generation campaign

External Link

Culprit Security Website ↗

MOBILE

Project No.27 —
Corporate Branding, Technology, Australia-Wide

Culprit Security

Culprit is a fresh new face for a passionate team of technology specialists, looking to create change in an industry that hasn’t always enjoyed a positive reputation.
As an established business looking to plot a new way forward, our client came to us wanting to better tell their story, and looking for a fresh new face. A story that not only reflected their expertise, but better reflected who they are — a bunch of good people who live and breathe security technology. Quite the antithesis of the broader industry reputation, as it turns out.

Brand Language

Communicating points of difference is a multi-layered exercise. Adding depth to the brand, we crafted a suite of strategic messages for use across various printed and digital collateral — messages that leveraged Culprit’s refreshing, straightforward tone of voice and helped drill down on familiar industry shortcomings and showcase what Culprit does best.

It was all about ‘security done differently’ — which is the Culprit way.

See full Case Study on desktop!See full Case Study on desktop!See full Case Study on desktop!See full Case Study on desktop!

Work Completed

End–to-end; brand strategy, naming, brand identity, brand photography, website design and development, print collateral, digital and outdoor lead-generation campaign

External Link

Culprit Security Website ↗

DESKTOP

MOBILE

Brands for Places, Spaces and the Makers ™Brands for Places, Spaces and the Makers ™Brands for Places, Spaces and the Makers ™Brands for Places, Spaces and the Makers ™

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