# Audax

*Brand · Campaign · Content*

> Always safer with Audax.

Repositioned Audax — world leaders in body-worn video — with a sharper brand story and a refreshed website built to open up new industries beyond policing.

## Headline result

**3x** — Increase in inbound enquiries

## Challenge

Audax had product-market fit in policing and a global customer base, but the brand was built for one industry. To open up new sectors — security, retail, healthcare, emergency services and beyond — they needed a brand that could travel beyond law enforcement without losing the credibility they'd built.

## Approach

- Repositioned the business around a single, ownable promise: 'Always safer with Audax.' — broad enough to land in any new industry, sharp enough to stay distinctive.
- Built the full visual identity — logo, type, colour, photography, iconography — with a punchier red and a campaign system designed to flex across new sectors.
- Designed and launched a refreshed website organised around their training programmes, body-worn cameras and full product range, with sector-specific landing pages so prospects in each new industry could see themselves in the work.
- Continued as their retained marketing partner — running ongoing campaigns, content and lead generation across the new sectors.

## Results

- **3x** — Increase in inbound enquiries
- **68%** — Higher average deal value post-rebrand
- **40%** — Reduction in sales cycle length
- **5+** — New industries entered post-rebrand

## What they said

> "I interviewed a number of agencies before Sam was recommended to me. He took an extraordinary amount of time to understand who we were and what we were about, and got us to a detailed vision, theme and identity I hadn't been able to clearly convey previously. We now have a superb 'break the mould' website unlike anything else in our niche industry."
>
> — Adam Liardet, Managing Director, Audax Global Solutions

Canonical: https://potentpositioning.com/work/audax