Wilsafe Systems

6 Mins Read

Wilsafe Systems

Wilsafe Systems (Wilsafe) is a fire safety solutions provider with specialised operations in the Marine and Offshore industry. Coming from humble beginnings, Wilsafe was starting to make a name for itself on the world stage, clinching massive projects which have traditionally been awarded to larger, global companies. They were making big strides in the industry, but were thwarted by a lack of stakeholder confidence. Feedback from MNC representatives suggested that Wilsafe’s branding needed to be improved to give board members and key decision-makers confidence in the business.

Hence, to capture the attention of international clients and better position the brand, Wilsafe approached Superminted to clarify its brand message and improve its brand appeal. 

What, how and why

While the development and creation of the brand identity was one of the key objectives, the main challenge of the project was to clarify the brand’s purpose and message. To do this, we conducted a two-part brand audit and strategy exercise to help the founders revisit the original motivations for creating the brand. This exercise encouraged Wilsafe’s founders to dig deep and articulate the reasons behind their contributions in this industry, their partnership and even their beliefs.

Having understood their past and present goals, we worked with them on their brand positioning and message, which included the creation of their tagline — Protecting Lives, Safeguarding Businesses — which reflected the intentions of the business. Then, we moved on to the next stage, which was to develop the brand identity.

Brand identity and development with Wilsafe

Our visual decisions were guided by the brand’s vision — to be the most resourceful and reliable fire-safety solutions provider. Wilsafe’s old logo appeared dated and out of sync with the brand’s new strategy. As such, we came up with a new logo that conveyed the brand’s tactical values, which were: professional, resourceful and solutions-driven.

The gears suggest multiple systems working in tandem, and signal the ideas of movement, connection and progress. Additionally, it forms a silhouette of a water droplet, which symbolises the nature of the fire-fighting industry and their commitment to being a solutions-driven business. The new font selected for the logo was also more uniform and symmetrical, to express the brand’s commitment to systems and protocol.

Old vs new Wilsafe logo
New Wilsafe logo
Applications of the new logo on different backgrounds

As for brand colours, we selected a vibrant, blue colour palette. Blue was chosen specifically to draw links to the sea, as their brand was in the marine engineering space. Furthermore, blue conveys feelings of trust, support and effectiveness, which were all values that Wilsafe held close to the brand. The colours were also accompanied by a secondary palette that would be implemented alongside the primary colours.

New Wilsafe colour palette

Graphic elements were further added to the brand guide to add colour and dynamism to Wilsafe’s collateral. These water emblem patterns allowed greater contrast between colours and conveyed the brand’s identity further with its clean and sleek lines. They could also be expanded into a full scale pattern to be used on various platforms.

Media application
Brand stationery application
Wilsafe vehicle application

The graphic elements were derived from the logo and come in various layouts such as cropped symbols and overall patterns. This provides versatility to the identity to create a diverse packaging range. The graphic elements are used throughout the packaging labels and marketing collateral.  


Wilsafe underwent a remarkable transformation with SPMT and came out with a revamped brand image, backed by a solid brand strategy. From the brand logo to brand colours and graphical expressions, they are now better able to present their brand and market position to prospective clients. A cohesive and engaging brand identity now forms the bedrock of their values and appeals to their clients, showcasing the power of strategic branding for growth and success.

This project also won the Agency a bronze award under the Indigo Design Awards 2023. Read more about our submissions here

Sheann is a Content Planner at Superminted who shares her love for pop culture and content creation through the messages she crafts. She believes in the power of words to convince and inspire. 


Published on


, brand design, Branding

Type of project


Andrea Monni

Partner, Algebra
"I really enjoyed working with [Superminted]. They provided insights on our branding and positioning and delivered some great work."

Suen Tat Yam

Founder, Monster Day Tours
"[Superminted] is one of the most creative and talented companies I have worked with. I would recommend their full range of services to anyone who is looking for quality work."

Genevieve-Laine Chang

Founder, De Kinder Club
“Great team to work with! Nadine and her team are resourceful, genuine and responsive. Would recommend anyone looking to do branding to speak to [Superminted]!”

Michelle Anne Ng

Senior Marketing Manager, Simmons SEA
“Creative, fun, efficient and most importantly, effective. That is what clients can be assured of. We did 1 TVC and 3 web videos and all performed excellently. We did it within a month and it is the best performed video on Google. The team is absolutely great to work with.”

Julia Wei

Vice President, Integrated Communications (Regional), Lazada
“Energetic, creative and responsive bunch of folks. Great collaborators and very happy with the work.”

Mercedes Chua

Campaign Marketing Manager, Deliveroo
“Their enthusiasm and passion for brand and video production was evident in their work. From conceptualisation, to shoot, and production, the team’s professionalism blew me away! If you’re looking for a partner for your next campaign, you’ll be in good hands.”

Dora Tan

Brand Analyst, BRF Asia
“Agile, supportive and dedicated team with impeccable client service! Also a really genuine bunch that prioritises understanding your business needs to provide tailored solutions. Highly recommended for all marketing and branding needs!”

What’s the mission?

We’re here to help with all things creative.
Or ask us a general question and we’ll get back to you.

What’s the