Brain Sinew

07 Sep 2020

Your brand is like a person—complete with personality traits and a story. The question is, what kind of person do you want your brand to be?

We create emotional connections with brands. When a customer can relate to a brand story, that brand has the power to become an extension of the customer’s self-expression.

Old and new logos

Our rebranding of “A Box 4 U” is an example of how a brand can be transformed to tell a story—and make a connection with the customer. A Box 4 U is a manufacturer of blast-resistant modular buildings built to withstand explosions—but you wouldn’t know that given the name. The former name didn’t represent the fundamental differentiator of the company’s product. The opportunity to tell the story and create the connection with customers was lost.

Old logo on sign at previous headquarters
the complete list of traits and dimensions of brand personality
redguard’s brand personality chart

To capture this opportunity, we rebranded “A Box 4 U” to “RedGuard”, and assigned brand specific personality traits to guide our design process. The new RedGuard personality tells a brand story of protection and safety in the face of danger.

The brand reveal video

Establishing brand personality traits keep the story and brand aligned. They act as one cohesive unit, mutually reinforcing each other—like a person. Brand traits are maintained in all decisions when employing marketing strategies—ranging from the tone of a headline and written copy, to look and feel of materials. The more we build upon the brand personality—the brand story—the more evident it becomes to the customer, and the more likely that a connection is formed.

RedGuard® Brand Personality


The first RedGuard trait established was competence. RedGuard reliably and consistently makes the better products than their competitors, while honoring every commitment made. Along with reliability and consistency, competence evokes efficiency and optimization. RedGuard is constantly finding new ways to maximize productivity while maintaining quality, ensuring their products will meet customer expectations regarding performance and safety.

This is a view of the structure inside an unfinished building


The second personality trait established was ruggedness. RedGuard’s products are durable enough to withstand the extreme environments for which they’re designed. And like the product they are creating, RedGuard employees are strong and resilient. They plough through demanding tasks efficiently, but also effectively.
RedGuard’s customers embrace the natural world—including its extremes. They need a product that can be as tough as they are.

Personality Application

Logo Design

The symbol and logotype were designed to represent the personality traits of ruggedness and strength, along with competence and safety. The heavy-duty brackets that enclose the safe zone symbolize strength. At first glance, the striking red brackets stand out, but upon second look, you see that they outline a box—RedGuard’s product. Like the rigorous engineering behind the design of RedGuard’s products, this logo has been crafted to impart multiple messages.

Voice / Messaging

In the ‘We Protect’ ad series the focus is on people, not the product, because RedGuard’s focus is, first and foremost, keeping their customer safe. The graphics and use of materials from their product are in keeping with the rugged trait of the RedGuard brand.

An image from the ad series ‘We Protect.’

Design elements

Inspired by the box’s rigid angles, we created shapes that spoke of fortitude and protection. Angles used resemble the shapes used in the logo, so that same elements of design flow throughout the branding.


Fonts are specifically chosen to provide an essence of strength and competence—human expertise. Each font is bold, yet includes subtle human qualities to tie back to their core message—saving human lives.


Brand imagery shows the adverse conditions for which the product was created. The wide-open, gold sky shown in the product imagery represent nature’s wildness. In the face of the unpredictable, the RedGuard box stands strong.


Materials for correspondence and leave-behind pieces should also align with brand personality. For example, for RedGuard’s business cards, we used a thick and heavy, uncoated paper. All papers and materials feel substantial and durable like the product.

Branding is ultimately the ability to create distinction amongst similar products and services. With brand personality, we can be strategic about that process while engaging our audience on a deeper level.
More than a box, RedGuard is a symbol of protection—a safe haven when you need it the most.

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