Leeds agency We Are Boutique and branding specialists 10 Associates have been jointly appointed by leading security product retailer, Safe.co.uk.

Some of the combined team working on the rebrand

Some of the combined team working on the rebrand

The agencies have been tasked with creating and implementing a new brand, and a B2C and B2B creative comms strategy is being rolled out across media, digital and PR.

Using 10 Associates’ Brandschool process, a new storytelling approach aims to challenge perceptions of functional security and “encourages people to realise the value of their items beyond monetary worth”.

Safe MD Anthony Neary said: “The joint expertise of Boutique and 10 Associates made perfect sense for us. The rebrand was the result of significant investment so we needed a team we could trust to deliver, and we’re confident in their combined ability to secure the right exposure and to build the brand with us.”

We Are Boutique’s Simon Bollon added: “The team at Safe have some hairy ambitions and the rebrand has set them up to dominate their market. We’re pumped about where we can take them.”