Increase in inbound enquiries
Higher average deal value post-rebrand
Reduction in sales cycle length
New industries entered post-rebrand
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.
- 01Repositioned the business around a single, ownable promise: 'Always safer with Audax.' — broad enough to land in any new industry, sharp enough to stay distinctive.
- 02Built the full visual identity — logo, type, colour, photography, iconography — with a punchier red and a campaign system designed to flex across new sectors.
- 03Designed 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.
- 04Continued as their retained marketing partner — running ongoing campaigns, content and lead generation across the new sectors.
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
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