Life Saving Fire Safety is a sister company to Life Saving First Aid, created to deliver accredited and non-accredited fire safety training across Victoria. The aim was to launch a brand and website that built trust quickly, drove bookings, and positioned the company as a credible authority from day one.
Life Saving First Aid had a strong reputation in CPR and first aid training, but customer interviews revealed a challenge. The name First Aid was so closely tied to medical training that clients could not connect it with fire safety. While the reputation was a strength, it also limited growth in the new market. A separate but connected identity was needed to overcome this barrier.
The project had to launch fast and lean without dedicated development resources. We were working with a subject matter expert who brought deep fire training knowledge but limited digital or branding experience. The solution needed to balance speed with credibility while preparing the business for long-term growth in a new industry.
At first we extended the Life Saving First Aid brand to include fire training. The idea was to build on an already trusted name. The result was disappointing. Sales stayed flat and feedback showed why. The brand was so strongly associated with medical training that people could not imagine it offering fire safety.
Instead of gaining credibility, we created confusion.
I tested alternative brand scenarios with users and stakeholders. The answer became clear. Fire training needed its own brand. We created a sister identity that carried the trust and authority of Life Saving First Aid but stood independently in the fire safety domain.
The new brand kept a familiar visual system, a consistent voice, and clear links to the original company. Clients quickly felt confident in the new business while also recognising it as part of the same trusted group.
I led the creation of a new sister brand that carried the trust of Life Saving First Aid while standing independently in fire safety. The work included a full brand system, a clear user journey, and a website designed for simple navigation and easy bookings. The design paired bold visuals with approachable illustrations to make the subject matter accessible, while the content structure supported both businesses and the public.
I directed the project from strategy through delivery, covering the full UI, UX, and development process. I mapped user flows, designed wireframes, and produced high-fidelity UI in Figma. After approval, I built the site in WordPress for speed and flexibility.
To refine the experience, I ran user testing before, during, and after launch to validate usability with real customers. I collaborated with another designer on illustrations and icons, worked with the content lead to shape training materials, and partnered with the project manager to keep delivery on time, within budget, and compliant with approvals.
“The Fire Safety brand launched stronger than we imagined. Clients trust it, bookings are consistent, and it already feels like it belongs alongside Life Saving First Aid.”
Adam W, Director.
