The greatest challenge we faced when working with Signal was revamping their outward appearance whilst retaining the overall brand identity. Because Signal is known for providing round the clock security, our goal was to create a look that placed an emphasis on approachability and comfort. The new look needed to convey consistency and clarity across the entire Signal brand identity.

Rule29 worked closely with the Signal team to create an identity that captures the values and essence of their brand. Signal have referred to themselves as beacons for those who prioritize keeping themselves and their loved ones safe. We made sure the color scheme across uniforms, company vehicles, and all things Signal was bold and stood out. We did this so that their clients would have no doubt they were going to be taken care of when the Signal team arrived on the scene.

Drawing on the inspiration for an overall clearer and more simplified approach to the rebrand, we created a working set of images that would be universally accessible. They would carry out the brand identity as users navigate the site, instilling confidence by ensuring that the information the customer needs is never more than a simple click away.

Print pieces are a balancing act of utilizing text and vibrant imagery to present information in a way that is deliberate and concise. It is important to keep relevance at the forefront of our priority list so as not to overwhelm the reader with excessive text. Every design element here was taken into careful consideration, and designed with intention. From the line page breaks to separate content, to the bold orange headings, these print pieces live and breathe Signal.

Our friends at Signal came to us to help them develop a design system for internal challenge coins in an effort to incentivize team members and celebrate their achievements along the way. Their team works incredibly hard to keep their community out of harms way, and those efforts deserve to be recognized.

Once we landed on a design scheme and logo for the rebrand, we knew that we needed to ensure its presence across the uniforms of all Signal employees. For security guards and their immediate supervisors working in the field, we opted to allow the brand color scheme more prominence. Meanwhile, for those in corporate positions that require dressing with more formality, we incorporated a more subtle approach
to the design.

We designed this convention journal with an emphasis on keeping things organized. It has ample space for structuring daily itineraries, jotting down thought-provoking ideas, or even the occasional sketch or doodle.