Boasting more than 800 locations, a fleet of 8,000 trucks, and a workforce of 15,000, Safelite stands as the premier automotive glass repair company in America.
I led the Brand studio and partnered with agency Quake to reenvision a contemporary identity that aligned with Safelite's progressive, digital-first vision.
This comprehensive rebranding initiative influenced every facet of the business, ranging from employee uniforms to store layouts and digital experiences.
The legacy of the Safelite logo has been distilled into a streamlined wordmark that symbolizes the company's progressive and focused future.
Complementary brand elements, such as a purposeful color palette, bold typeface, and approachable voice amplify this new contemporary direction.
As a key component of the brand refresh, a bespoke illustration library was created to communicate complex ideas with fewer words.
This growing collection is used across print, video, and digital and can be animated to activate the brands playful personality.
Drawing on customer research and technician feedback, the Safelite service shop was redesigned from the ground up.
The lobby has been transformed to reflect Safelite's commitment to sustainability and customer transparency, featuring clean, recycled materials and expansive glass walls that offer a clear view into the repair bays.
Simpler exterior signage and clear color indicators guide customers to their destination.
A new uniform collection was designed from scratch to meet the diverse needs of the field workforce and to prolong the durability of essential apparel elements.
Drawing on insights from associate research, Safelite unveiled a core uniform featuring more comfortable materials, designs tailored to different genders and body types, and an expanded range of accessories for various climates.
This new design also decreased total annual uniform spend year-over-year.
Safelite's Mobile Glass Shop fleet stands as the brand's flagship. The striking new red design not only enhances the fleet's personality but also simplifies maintenance and reduces costs by eliminating the need for expensive vinyl graphics.
