We were excited to be tasked with bringing to life a revolutionary new ISO compliance business being created by respected Quality, Environmental, Safety and Health (QESH) Consultancy, Alpha Swanson. Especially as this began by undergoing a naming process as well as then taking this forward by turning it into a brand identity that encapsulated the professional and innovative approach that was being offered.
The new service itself allowed clients to achieve ISO compliance in just 24 hours. After much thought, research and commitment to producing a name that embodied both the new business’s values and brand identity, ‘Certain’ was chosen.
This new name effortlessly combined “Certification” and “Attain,” to create an abstract name that was positive and familiar – ideal for creating the right first impression. In addition, it had a sense of confidence and assurance. All while conveying the core ideals of the new service’s proposition – speed, reliability and trustworthiness.
Armed with an exciting new brand name, we set about giving it a unique and distinctive brand identity. This needed to personify both speed and global reach while giving a sense of trust and reliability from the very first interaction.
Beyond the name, the branding itself was designed with a powerful visual element that represented a familiar clock face, symbolizing the swift 24-hour certification process. However, it went further, as this shape also embodied Certain’s worldwide reach, ensuring users from across the globe felt included in the journey toward accreditation. In addition, this shape embodied the customer experience, visually showing a seamless process, giving them everything they need to succeed from start to finish.
A colour palette was then chosen that was positive, professional and vibrant. This palette also gave the new brand standout in a competitive market.
Karl Lakin, Creative Director at On Fire Agency, remarked, “Creating a brand for such an innovative service required us to think beyond just speed. We needed to highlight the accessibility and comprehensive nature of ‘Certain.’ The clock imagery does this perfectly, showing not just how quickly certification can be achieved, but also the sense of thoroughness and trust that comes with the service.”
The new brand went live at the recent UK Metals Expo 2024 at the NEC Birmingham. Supported by a highly targeted email and LinkedIn marketing campaign, the launch was a huge success with clients making a beeline to the Certain stand to find out more.
On Fire Agency’s approach didn’t stop at visuals or names; The entire experience was built to reassure users they were in capable hands, from initial contact through to certification.
Clive Cuthbertson, Head of Marketing at Alpha Swanson, shared his enthusiasm for the new brand: “With 'Certain,' we’re not just offering a fast solution. Thanks to On Fire's vision, we have a brand that tells the whole story: swift, global, reliable, and supportive from start to finish. It sets us apart in a crowded market and assures our clients that they’re in the best hands.”
This collaboration showcases On Fire's ability to develop a brand that goes beyond the ordinary—building not just a name, but a complete experience that instills confidence in cutting-edge services.
