SF Group

Company rebrand and digital positioning raises customer awareness for global risk management group


Salama Fikira is a risk management and security company based out of central Afirca. The company has a mix of domestic and international customers, providing services on and around the African sub continent and wider afield.

Established in 2005, and with offices covering most of Africa, the Middle and Far East it was working in many other countries acorss the globe as a recognised provider of specialist services and reputation.

The challenge

The old branding didn’t reflect the business’s mission and direction.

With new business and corporate direction opening in other countries Salama Fikira felt their current logo and branding didn’t reflect this new future. 

Worse still, because branding primes customer experience and perception of quality, a misaligned and bland brand harmed the company’s growth plans.

Many touch points, across many countries.

Salama Fikira have many touchpoints and low level ‘on the ground’ connections so their physical presence and reputation were a key aspect to bear in mind.

The Solution

Through our shared network, Piernine was invited to tender for this project the previous logo iterations and company assets being managed by various people within the company. Piernine was selected for its approach and initial scope document defining how it would complete the brief. 

Managing the stakeholders expectations and setting the brief were key, gathering and auditing the wider company literature to gain the scope of all the touchpoints.


A rebrand reflects SF Group’s growing global services

To maintain the established brand perception the logo was redrawn and given a new unique colour palette that still provides differentiation from its competitors.

Along with new company literature, website and digital assets it brought together a distinctive set of core values and practices defined in the strap line; Discretion, Fortitude & Bridging Cultures.

In addition to updating the SF Group’s website to reflect changes to its brand, Piernine made aesthetic and design adjustments to SF Breathe App, a travel app and online portal mapping international threat environments for remote workers and organisations, which can be viewed here

SF Groups main website can be seen here.

Salama Fikira approached Pier 9 through a network referral to undertake a rebrand and website rebuild. Pier 9 was attentive and through our discussions we found them to be supportive, engaging, and successful throughout the project. Pier 9 worked closely with the major stakeholders and other parties in order to deliver all elements of the project that at times had multifaceted aspects. The result is we have a fitting brand and website that meets our needs as a growing global business.

Dylan Evans

Executive Director
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