Brand refresh & activation

Allied Fire Protection (AFP), a fire and life safety organization, approached our team to help clarify and communicate their message—especially in support of recruitment. Working closely with Shannon, the CEO, and his passionate team, we set out to uncover their story, define their brand vision, and craft a system that communicates their values with clarity and confidence.

AFP’s existing brand lacked consistency and scalability. They needed:

• A cohesive identity system that could flex across digital and physical applications

• A logo optimized for small-scale uses such as embroidery and digital icons

• A compelling brand launch that would help attract new recruits and position the organization as modern, trustworthy, and community-driven

As Associate Creative Director, I led the creative vision across brand development, digital design, and launch execution. I partnered closely with our strategy and production teams to translate AFP’s values into a unified creative system.

The process included:

• Brand Discovery: Conducting stakeholder interviews and workshops to align on the organization’s mission and key differentiators.

• Identity Refinement: Simplifying the existing logo into its core components to create a flexible system including a primary logo, wordmark, and favicon for use across varied applications.

• Creative Direction for Content: Developing an editorial-style brand guide to inform messaging, photography, video, and motion design aesthetics.

• Art Direction: Collaborating with a third-party video and photography team to capture authentic moments that bring AFP’s culture and people to life.

Activating the brand

To launch the new identity with impact, we designed and developed a new website centered around storytelling through imagery, motion, and human connection. I provided:

• Art direction for photo and video shoots

• Shot lists and narrative prompts for interviews

• Guidelines for on-brand animations and transitions

• Feedback rounds to ensure consistency across the various creative outputs

The resulting visual system and content suite gave AFP a refreshed, and human brand expression—one that reflects the organization’s mission of safety, service, and community.