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Locknet has always been in the business of doors and locks. As a family-owned business, they have a strong reputation for being responsive experts and good partners. Customers like them a lot.

But they aren’t your average locksmith or hardware company. They do more than sell products and services. Locknet is a team of operators, constantly innovating, problem-solving, and working on what makes doors and hardware secure. Locknet has a passion for safety.

Locknet is a long-term client that approached us for help to take their success and help them grow. It was time for them to become even more recognizable and top of mind as an industry leader.

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Define

The initial scope quickly pivoted from marketing amplification to a critical re-examination of the core brand — a necessary step, especially for a long-term client. We facilitated a series of workshops designed to deeply understand Locknet's identity, history, and aspirations, simultaneously mapping their diverse audiences, their specific challenges, and the unique solutions Locknet provides. This process included a content collection workshop focused on capturing the team's expertise across all service offerings to ensure authenticity.

Through this deep dive, we quickly confirmed that while Locknet’s fundamental, expert positioning remained strong, it was essential to clarify the previously complex service offerings. The defining outcome of this phase was the realization that Locknet needed a refreshed brand identity to assert its identity as a leader in safety, clearly communicating that their thorough, operational approach has no true peer in the industry.

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Design

The design phase began with focused tweaks to the visual identity, intentionally retaining Locknet's recognizable orange but upgrading it to a more vibrant, flexible color palette, coupled with a subtle but important shift from "LockNet" to "Locknet" to signal confidence and clarity. Simultaneously, we developed foundational language centered on the idea that the team “operates on doors,” which was critical for conveying the intricacies of their work, positioning them as deep experts who see safety in a way the average person overlooks.

This language and visual refresh were immediately applied to the primary asset: the website. The goal of the website overhaul was twofold: to integrate the refreshed brand aesthetic and, critically, to refine the content strategy. We designed the site to speak directly to the nuanced needs of each customer type, ensuring the content went beyond marketing fluff to provide substantive, reliable information that proactively answered user questions about security and compliance.

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Deliver

The delivery phase marked the successful launch of the evolved Locknet brand, fundamentally cementing its identity as a safety focused team of experts. We focused on deploying scalable assets, with the new website serving as the central pillar. The site was meticulously designed as a resource hub, utilizing extensive FAQ sections and detailed service content to provide users with actual answers to complex safety and compliance questions, reinforcing Locknet’s position as the trusted industry authority.

The launch was supported by key marketing assets, including a videography plan designed to visually articulate the brand shift by focusing on protection and life safety rather than metal products, vividly demonstrating the "operators on doors" concept. Furthermore, we applied the vibrant new brand and clear language across all tradeshow materials, engineering them to immediately capture attention and confidently position Locknet not just as a vendor, but as the non-negotiable leader in commercial door safety.

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