A Playful, Multidisciplinary Creative
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STC Safety Training & Compliance
Industry:
Location:
Frisco, TX
Construction
Safe to say—I can strategically position your brand, regardless of prior industry familiarity!
Branding Book, written and designed by me in Adobe InDesign
The Challenge:
STC Safety had a looming problem:
weak brand awareness.
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Brand Development
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Brand Personality
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Brand Strategy
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Community Management
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Content Creation
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Data Analysis
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Photography
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Social Media Strategy
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Trend Analysis
Skills Used:
Their social presence was minimal, website undiscoverable, and messaging inconsistent. They lacked strategy and a compelling story.
Creative Challenge Accepted!
Step One: Research and Brand Positioning
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A comprehensive analysis revealed that STC Safety and their competitors were each positioned by their “why” to save laborers’ lives; yet, target clients weren’t being sold by the mission. Many growth-minded CEOs and COOs still viewed third-party safety consulting as an unnecessary expense.
This created an opportunity to speak more to the target-client’s pain-point, focusing, not just on the “why” of protecting people but on the “how” of using simple and scalable systems to “Protect people, brand, and profits” (their new USP!).
Repositioning safety, not as an expense, but as a growth tactic proved to increase conversions,​ but it wasn't enough.
We needed more visibility.
And thus, the foundation of my creative strategy was built: Be so bold that leaders can't help but take a second look at safety.
Brand Personality: Empowering, coaching personality, like Dwayne “the Rock” Johnson
Step Two: Visual Identity and Web Presence
STC Safety wasn't showing up on the first several pages of Google searches, so a refreshed website was the next priority.
After sending out several RFPs, we chose to partner with the Austin-based agency Blackhawk to strategize the design identity and build a new website. STC Safety’s competitors showcased sleek, modern visuals, so we opted for gritty, torn, and punchy graphics to emphasize the idea of breaking down the typical, limited view of safety.
Collaborated with Blackhawk on the tone, visuals, and strategy of the new site
Step Three: Social Media Presence
My strategy for social was simple: Take safety—but not ourselves—seriously. People don't go on social media to be sold; they want to learn something, be inspired, or get a dopamine boost, so that's what we focused on! By sharing safety expertise in a relatable and engaging way, we built a community of safety-lovers, and new relationships brought increased sales.
Results
LinkedIn, YouTube, and Facebook received
20K-28K monthly views
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Instagram received
50K monthly views​​​
Instagram: +3,719.8% in monthly reach
YouTube: +18,253.85% in monthly views
LinkedIn: Greatest engagement amongst competitors
Facebook: +980% in monthly reach
TikTok: +250% in monthly profile views
Step Four: Leaders' Personal Branding
My last priority was strategizing the four executive leaders' personal branding. As many of STC Safety's clients came from LinkedIn, I knew that their voices needed to be known across the platform. I utilized Notion to put together individual social pillars, writing points, and several example posts for each leader. You can see some of the feedback I received below!
