SIE - Safeblock
Naming · Brand Identity · Product Design Application · Vehicle Graphics · Print & Editorial
The brief
SIE, a plastics manufacturer with over 60 years of history, decided to invest in road signage and needed a complete identity — starting with a name — for its flagship product: a road separator.
The challenge
Industrial and road-safety products tend to look interchangeable — technical, generic, forgettable. The challenge was giving a road barrier a brand personality strong enough to stand out in a market where most competitors don't even try.
The approach
The name "Safeblock" and a rhino as the brand symbol were developed together, combining two ideas the product needed to communicate at once: strength and protection. The rhino's mass and resilience mirror the physical role of the barrier itself — built to absorb impact and hold its ground.
The outcome
I was later invited back to compete for a second event, and won that competition too.
Applied everywhere
Posters, city guides and programmes, accreditation badges, street and venue banners, stage backdrops, digital screens and booth environments — consistent across three days and five venues.
