(Work)
Safire
Launching a startup into its next phase
Intro
Building the future electric
Born at Oak Ridge National Lab, Safire is a defense and electric mobility company with a secret weapon — a patented technology capable of making any battery powered product safer and more efficient. Together, our goal was to move the brand beyond the promise of groundbreaking potential to stories of real-world impact.
Before
After
Brandmark
The rebrand symbolized a shift from potential to impact. The new Safire logo is designed to match. Formed in the shape of an abstracted “S,” the weighty symbol packs a serious punch, evoking both a lightning bolt to signal electrification and a staircase to speak to future possibility. The stamp-worthy mark is complemented by a wordmark that demonstrates the brand’s dynamic potential, complete with a ligature-based nod to Safire’s core tech.
Visual Identity
The guiding light for the visual identity is the pursuit of Science-future, blending contemporary visual motifs with hallmarks of science-fiction’s rich history. The identity is anchored by a balanced and distinctive type suite, which features a refined serif and complementary sans.
The rock solid cream and black primary palette is augmented by hybrid-state gradients inspired by sci-fi artwork of the 60s and 70s, many of which feature prominently in illustration. The system is rounded out by contrasting photography styles for each of Safire’s primary industry applications.
Verbal Identity
Inspired by the language and themes of sci-fi classics, Safire’s verbal identity works to stake their claim to the future of electrification. The voice is daring but sincere, alight with the energy of exploration and discovery. Brand messages work to communicate both the scale of the breakthrough and the possibilities Safire’s work unlocks, all building to an evocative core message: Building the future electric.
safire.co
Thanks:
Andrew Hanna, Mike Grubbs, John Lee and Hayley Kleciak for the exciting and energetic partnership.
Credits:
Creative Direction by Brit Blankenship
Design Direction by Gray Hauser
Brand Strategy by Ashley Quinn
Designed by Gray Hauser, Cody Bass
Verbal Identity by Cam Leberecht
Animations by Max Prince, Cody Bass, Meghan Murray
Project Management by Patrice Fielder
