Here at W&C we rarely come across a sector we’ve not worked with before...
…so this rebrand was particularly exciting. We recently partnered with Paradigm Security Solutions, a specialist security consultancy founded by SAS veteran Rob Paxman.
This project focused on repositioning and rebranding Paradigm to better reflect its unique expertise and appeal to its high-value client base. Through an intensive creative process, we delivered a refreshed brand identity that really resonates with Paradigm’s target clients – individuals of high net worth, corporations safeguarding valuable assets, and those needing investigations beyond traditional law enforcement capabilities.
Getting the brief right
Our rebranding journey began with an in-depth discovery phase with Rob Paxman. His elite Special Forces training was apparent from the very start, any questions we asked about his business were answered directly and succinctly, with no elaboration. Discretion is a great asset for a Security Consultant – but a somewhat bigger challenge for us!
So, how do you get an exhaustive brief out of a man who almost exclusively works on a ‘need to know’ basis?
Thankfully, W&C have over 35 years’ experience in discovery and brand analysis – we pride ourselves on being able to step outside ourselves and become immersed in our client’s world, to identify the key points that separate their business from the competition and turn those into brand touchpoints and strategic marketing opportunities.
By thoroughly understanding the specifics of Rob’s work and client demographics, we crafted a brand strategy that would authentically represent his expertise and convey a sense of trust, resilience, and discretion. As a former SAS veteran, Rob brought an unparalleled depth of experience to the security sector, and it was essential that this expertise was mirrored in Paradigm’s brand presence.
And so our brief became clear: to create a distinctive identity for Paradigm that subtly acknowledged its SAS heritage, without overt associations. This careful balance would allow Paradigm to retain its unique edge while establishing itself as an approachable, top-tier security consultancy. With this directive in mind, we conducted a comprehensive review of Paradigm’s existing brand elements to identify areas of improvement and potential growth. This review served as a foundational step in crafting a brand story that would ultimately position Paradigm Security Solutions as the leading choice for high-stakes security needs.
The rebranding process
Once we gained insight into Rob’s vision and target market, we set about designing Paradigm’s new identity with a bold yet refined approach.
The inspiration for the logo device was the wings and parachute within the original SAS insignia, which we paired back and modernised to give it a sleek, high end look. We made the decision that the logo should purvey a sense of strength without aggression – as Paradigm works with a number of corporate clients we felt it was important the brand also aligned with their values.
To reinforce the brand’s prestige and sophistication, we elevated every element of Paradigm’s visual identity, from colour schemes to typography. The updated brand identity exudes a subtle strength and conveys a sense of vigilance, precision, and integrity – qualities that are crucial in the security sector.
Key deliverables
Website Development – We designed and built an entirely new website for Paradigm Security Solutions. The site was crafted to act as a virtual showcase of the newly refined brand, offering a streamlined user experience that reflects Paradigm’s high standards and elite clientele.
In addition to the design and development, we handled the copywriting to ensure that every piece of content communicated the brand’s authority and professionalism. We continue to host and maintain the site, ensuring it consistently meets the demands of its high-net-worth users.
Animated Logo – To bring Paradigm’s brand to life, we created an animated logo for use across digital platforms, including social media and the website. The logo device ‘spreading its wings’, adds a dynamic touch that embodies the energy and alertness central to Paradigm’s ethos. This animation serves as both an eye-catching visual and a subtle reminder that Paradigm is always ready for action.
Promotional Materials – Our comprehensive rebranding extended to every touchpoint. We designed a range of marketing, support and promotional items, each reinforcing Paradigm’s professionalism. Whether through print advertisements or corporate stationery, we ensured that every brand interaction consistently communicated Paradigm’s values and expertise.
The Impact
With this rebrand, Paradigm Security Solutions now has a cohesive and compelling brand identity that sets it apart in a competitive industry. By aligning the brand’s visuals, messaging, and touchpoints, we’ve created a powerful first impression that reflects Paradigm’s integrity and expertise – qualities critical to clients seeking top-tier security services.
This project exemplifies our expertise in developing impactful, enduring brand identities. At Williams & Crosby, we believe that every brand has a story worth telling, and we take pride in crafting narratives that resonate deeply with target audiences. Our work with Paradigm Security Solutions stands as a testament to the power of strategic branding to elevate a business, build trust, and inspire confidence.
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