Bay Alarm has been securing homes and businesses in California for more than 70 years, but competition from new entrants in the market spurred the company to launch GetSafe — a brand for young, urban renters and others for whom a professionally installed security system would be out of the question.
Our first step was to define a unique and compelling way of positioning GetSafe. We chose to focus on freedom rather than fear and then, using this idea as inspiration, designed the new brand’s visual identity, website, app, and packaging, wrote messaging, and produced a video.
