Brand Creation
Brand Naming
Brand Identity
Brand Positioning
Brand Strategy

Brand Communications
Digital – Website
Digital – Apps
Digital – Marketing
Print Collateral
Marketing Collateral

Signage & Environments
Exhibition Design
Trade Show & Events


Lazer Safe is a technology company founded in 1998 that specialises in the development and manufacture of control, safety and operator protection systems for press brakes and related sheet metal machinery.

More than 99% of their business is conducted outside of Australia so their online presence and market perception is critical to their continued success. Lazer Safe vision was to be the global standard for safety and protection systems, they knew that they had the very best systems available as everything they built exceeded international standards, however, safety systems were not seen as exciting (and in some markets even necessary!), though they knew their products offered many more benefits to performance and productivity than were being effectively communicated.

Axiom conducted an extensive brand review with key stakeholders that addressed their market position, vision, values and key touchpoints.


We created an entirely new value proposition that repositioned Lazer Safe as a ‘performance’ and ‘productivity’ technology offering which we believed offered more incentive and rational benefits than just being know as a ‘safety’ product.

We created the tagline “Performance without compromise” as well as a unique series of graphic devices; a multi-tiered, configurable grid representative of a ‘protective shield’ or ‘image map’. Pairing the grid with the energised colour palette creates a highly visual brand platform that communicates movement (productivity), precision, protection and the multi-faceted product offering of Lazer Safe.

We also wanted to create new awareness opportunities through focussing on their class leading technology. We created logos for all key technologies that facilitate Productivity / Performance / Protection (PPP) making the individual technologies recognisable and their association to Lazer Safe exclusive. These logos were made exclusively available to their top-tier OEM clients to include on their machinery as a clear marketing point-of-difference.

The brand refresh was then applied to the full range of print, digital and exhibition marketing collateral.


Upon launching the new brand proposition they have seen immediate results through contact with new customers and strengthened business relationships with our existing customer base.

Lazer Safe are now recognised as the global industry leader in their field, the brand repositioning elevated their position and brand far beyond their competition.

Lazer Safe corporate tagline
Lazer Safe press brake guarding systems
Lazer Safe - optical safety systems
Lazer Safe - teal pattern
Lazer Safe - Sentinel pattern
Lazer Safe - Defender pattern
Lazer Safe - lime pattern
Lazer Safe - corporate stationery
Lazer Safe - Technology logos
Lazer Safe - Race Car Graphics
Lazer Safe - Brochure Suite
Lazer Safe - Brochure Design
Lazer Safe - Website Redesign
Lazer Safe - Expo Booth Design