Brand Strategy // Brand ID // Advertising // Experiential Platform // Uniforms

KENNY BENJAMIN STARTED GUARDSMAN with his two dobermans 45 years ago. Now, Guardsman is the largest security company in the Caribbean. In 2017, Kenny transferred the reins to his long-time CFO who set out as the new CEO to transform the behemoth into a tech-led operation intent on expansion. He needed a brand strategy.

We created the brand foundations that shone a light on how operations needed to be defined (or consolidated) and represented through sharper brand identities and brand communications. We developed an iconic symbol that denoted tech, efficiency and speed. We created content that illuminated the ubiquity of Guardsman’s operations from business to hospitality to everyday life. We generated content strategies. We designed uniforms. We constructed their new language. Our efforts were ubiquitous.

Shout out to Filmmaker Andrew Ratzlaff

As founder + creative director // Generousitas // Kingston // 2017