National Safety Council
The unsung safety hero.
CHALLENGE
The National Safety Council (NSC) has been a quiet yet powerful leader of safety across the United States since 1913. While every American has been made safer by the initiatives and legislation they’ve been a part of, most people were unaware of the great work NSC has done. Wanting to become more recognizable and needing to separate themselves from other industries, they called upon Simple Truth to help.
SOLUTION
Through an uncovering phase that included competitive research and brand strategy, we developed a platform that activated their core values — revitalizing and humanizing the heritage brand of NSC while staying true to their roots. (Plus, we even helped them launch mid-pandemic.)
RESULTS
“The new brand gave people the confidence that this is an organization you can trust. This is a brand that will lead us through this crisis. It gave us the credibility to lead a coalition of 80 organizations to help companies return employees to work safely during a global pandemic.”
– Tom Bell, Chief Marketing Officer
Modernizing the historic green cross of NSC was a key part of refreshing their brand. It also allowed them to separate themselves from a rapidly growing, unconnected industry that was redefining the green cross’ meaning.
The new logo contemporizes the iconic cross and helps the National Safety Council move their brand forward as NSC. Each corner of the updated cross symbolizes a piece of the organization’s four-part focused approach: people, customers, impact and growth.
(The final finesse of this logo was iterated by the NSC team, speaking to the truly collaborative nature of our partnership.)
The new NSC brand connects with vast audiences in the workplace, keeping the mission of safety front and center, and making the benefit undeniable. This emotional power is crucial for getting every worker to not just hope for safety, but embrace the tools to make it possible at work and beyond.
In the past, NSC was rooted in data. We developed a brand expression that humanizes their approach and captures the true impact of each number they share.
Getting people to think about risks day in and day out is the never-ending challenge for NSC. We crafted a brand voice that’s direct, actionable and memorable, equipping NSC to approach challenging conversations in a strategic and impactful way.