Assa Abloy

Services

Branding, Corporate ID, Graphic Design

Industries

Lifestyle, CPG and Retail, Technology

Office

USA

01 — Design is what works

Product Launch Support

My role: Creative Director, leading a creative team of graphic designers, a messaging and positioning team, and a social media team.

Fastlane was initially tasked with assisting Assa Abloy, a global leader in exit devices and security systems, in launching new products for two of their exit device brands, Corbin Russwin and Sargent. During this process, the graphic design work produced by Fastlane exceeded the quality of the company's in-house efforts, prompting Assa Abloy to entrust Fastlane with a complete rebranding of both the Sargent and Corbin Russwin brands.

02 — Good design is good business

RE-Brand

The rebranding effort transitioned these brands from a previously uninspired B2B aesthetic to a more contemporary, tech-savvy, and edgy direction, aligning them with the expectations of a high-end B2C market. Fastlane's strategic design overhaul touched every aspect of the visual identity, from logos and typography to support graphic systems and a refreshed, more vibrant color palette.

Additionally, as part of the process, Fastlane advised that the “Russwin” be dropped from the Corbin Russwin name, simplifying the brand for better clarity and market presence, in order to enhance its overall impact in the competitive landscape.