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Able Locksmiths & Security

Breaking into the home security and repair market

For over 35 years, Able has offered high-quality locksmith services to homes and businesses. Expanding across Greater Sydney required overhauling their visual identity to capitalise on consumer trust affiliated with this family-run brand.

Unlocking the key objectives

An interactive brand workshop identified the business’s corporate values and points of difference. Typical customer journeys were analysed and pain points identified. The new identity had to provide a strong retail presence and convey the brand’s wealth of experience through notions of trust and security.


  • Logo design
  • Brand workshop
  • Custom icons
  • Stationery suite
  • Print collateral
  • Website design
  • Brand guidelines

Red for recognition — A for Able

A robust red, reminiscent of emergencies, continues to assure brand recall. An interlocking chainmail pattern was created as an original supporting graphic for company stationery, printed promotions and utility tape. The signature ‘A’, revealed in the pattern becomes a graphic brandmark, embellishes uniforms, vehicles and store signage.

Reaching further with digital

With more customers coming via online advertising than any other source, the brand’s digital presence has become more important than ever. A website layout was designed and social media assets created to maximise customer connections. A screen-friendly icon collection was created to communicate the range of services offered.

Expansion and diversification

Since the re-brand, Able has purchased several locksmith businesses, expanding further into Western Sydney and moving south into the Riverina region of NSW. A full range of locks, engraved with the trademark letter ‘A’, have been engineered and sold Australia-wide. We anticipate Able will enjoy continued success for another 35 years, as they become a leading locksmith and security network across the eastern seaboard.

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