Ardent
In 1993, engineer Neil Crowther had a clear vision: to give leaders complete peace of mind knowing their teams and equipment are in safe hands. More than 30 years later, his company Ardent has grown into a global leader in fire suppression safety, renowned for its innovation, expertise, and unparalleled commitment to doing what’s right – not just what’s required.
The challenge
Ardent built its strong reputation as a leader in fire suppression safety. However, following a period of real growth and expansion into new markets – such as transport safety and telematics – its brand structure became increasingly complex. With multiple divisions and a growing portfolio, the company faced a challenge: how to maintain clarity, reinforce its leadership across multiple safety sectors, and ensure consistency across all touchpoints.
With product launches on hold due to brand uncertainty Ardent approached us to review its brand architecture and visual identity, as well as look at brand proposition and story, and the overarching Ardent vision (and how that filters across each division). The goal was to futureproof the brand while maintaining the trust it had built over three decades. Beyond the brand structure itself, a key priority was preserving Ardent’s competitive advantage: the exceptional service it offers to customers, and its commitment to doing the right thing – even when it isn’t the easiest thing.
Our solution
Ardent initially came to us with the idea of a more complex brand structure to reflect its growing divisions. However, through our Think Big brand workshop, we dug deep into Ardent’s business objectives, collaborating with various departments for broader insights. This helped us identify a more effective route: simplification rather than overcomplication. Rather than creating a fractured architecture, we unified all divisions under the existing Ardent umbrella, ensuring a clear, cohesive identity. We then produced brand guidelines that defined Ardent’s mission, vision, values, and brand story, creating a solid foundation for all messaging and visual elements. We also investigated Ardent’s personality, developing a distinctive tone of voice (and ensuing guidelines) steeped in its values.
To communicate Ardent’s leadership across multiple sectors, we created the strapline: ‘We set the standard in safety’, reflecting Ardent’s authority beyond fire suppression. We modernised the brand’s visual identity, balancing consistency with its legacy while reflecting its expanded capabilities. Finally, we rolled out Ardent’s new brand identity across printed materials, digital assets, and exhibition stands, ensuring a smooth and impactful implementation process. This made managing Ardent’s portfolio easier, ensuring complete clarity for customers and stakeholders regarding the company’s full range of services, while positioning the brand as an authority in safety, ready for future growth and market leadership.
Neil Crowther
CEO, Ardent
Doug Main
Creative director, The Bigger Boat
