Guardian Protection unveils new branding; integrated marketing campaign

PITTSBURGH—Guardian Protection, a large security solutions provider, announced a new branding initiative and a multi-million-dollar integrated marketing campaign. This brand evolution comes after months of intensive, strategic analysis conducted by senior executives, with input from employees and guardian customers. What resulted is a fresh take on the well-known purple identity, symbolizing the company's commitment to keeping people safe at home and work through smart security solutions installed by real experts.

“For nearly seven decades, we have been a leader in the security services industry and our future looks even brighter as we continue to lead, innovate and bring value to our loyal customers,” Guardian Protection President Brian Cipoletti said in an announcement. “I'm excited to unveil our new branding and our 'Protect Your World' marketing campaign, launching in 17 markets nationwide.”

The company dropped the word “services” from its name to simplify the brand, and developed new mission and vision statements. The branding refresh includes an updated website, redesigned vehicle fleets, new interior and exterior building signage, and an overhaul of all sales and marketing collateral. The company logo also offers greater advertising flexibility with the introduction of horizontal and vertical versions.

“We've evolved our identity into a modern shield, demonstrating protection and security, which truly represents who we are, while preserving the purple color scheme long-associated with Guardian,” Vice President of Marketing, Kevin Bish, said. “The new brand identity is more vibrant, strong and energetic, which represents our people and our company well.”
Also launching is Guardian's new 'Protect Your World' marketing campaign with multi-million-dollar spend across several platforms including: television, print, radio, outdoor, digital advertising and movie theater ads. The first wave of creative highlights the critical difference professional monitoring makes during a fire, when early detection can help save lives and property. In addition, Guardian has invested in three significant, high-visibility partnerships with sports organizations: The Pittsburgh Steelers, The Pittsburgh Pirates and Minor League Baseball, which will provide reach in Pittsburgh in addition to more than a dozen markets where Guardian has branch offices.

The genesis of the marketing campaign is about protecting what's important to customers, their world: home, family or small business.

“'Protect Your World' speaks to our most important value—safety—and highlights why Guardian is the best company to monitor and protect what matters most to you,” Bish said. “With this new campaign and our refreshed brand and focus, we believe Guardian is positioned well to lead in the security services industry, and bring to market the latest technologies and innovation our customers want.”