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Height Safety. Simplified. Guardian brand and category videos bring new positioning to life

Height Safety. Simplified. Guardian brand and category videos bring new positioning to life


Mar 15 2022

Following the launch of its new brand positioning at the Las Vegas World of Concrete exhibition in January, Height Safety specialist Guardian has released new brand and category videos to further evidence and embed its commitment to simplifying safety at height.

Developed following extensive user research, the positioning is built around the core truth that Guardian’s 360-degree height safety offer makes it simpler for users to keep their wearers safe at height.

The brand video uses the ‘sounds of safety’ to dramatize the experience of working at height. The sounds of snap hooks connecting, cables deploying, feet climbing a ladder are layered together to create an increasingly noisy backdrop, while the camera pans between at-height working environments – from construction site to warehouse to wind turbine. A voiceover articulates the Guardian belief that “when the stakes are at their highest, we think safe should be simple.”

The animated category video has been designed to demonstrate the 360-degree nature of Guardian’s expanded offer, following the consolidation of the Stronghold, Ty-Flot and Checkmate brands under the Guardian banner in the summer of 2021. The voiceover opens by setting up the brand belief that “simple is one sole focus, one trusted partner and complete protection from every angle.”. The visual simplicity of the animation counterpoints with the depth of expertise and experience that underpins Guardian’s deep and focused height safety offer.

“’Height Safety. Simplified.’ is a clear and simple articulation of our safety mission. We feel that our new brand video brings to life the challenges that our 360-degree offer enables us to address – the complexity and high stakes nature of the work our users take on, every day, in all they do. Our animated category film demonstrates the focus, clarity and connectivity that we bring to our partners in a bold and fresh way,” comments Guardian CEO, Jeff Ward.

Guardian partnered with specialist communications agency OTM to develop both videos.  Andrew Ward, ECD at OTM comments; “Guardian’s brief to us was an exciting one. To cut through the noise and bring to life their mission to make safe simple. The team worked to turn simplicity into a powerful creative device, as well as the focus of our message. This is one more step on Guardian’s journey, with the new global website to follow very soon.”

The website launch will be followed by further developments to the product range and the services offer throughout 2022 – all driven by the mission to make safe simple.

Both films are available in English, Spanish and with subtitles – subscribe to Guardian’s Youtube channel to find out more.  www.youtube.com/c/Guardianfall


See the new Guardian videos here:


Guardian – Height Safety. Simplified

360-Degrees of Height Safety by Guardian®


Guardian - Seguridad en Altura. Simplificada.

360 grados de Seguridad en altura por Guardian®


The NEW  www.guardianfall.com launches in early April 2022.

For more information contact:
Jackie Gyoerkoe
+1 (773) 398-2270

About Guardian Fall
Guardian is the world’s largest independent fall protection and prevention partner. With design, manufacturing, height safety training and engineered system experts across North America and the UK, it serves partners around the globe with a 360-degree height safety offer.


Our Height Safety Ecosystem


To us, simple means one sole focus, one trusted partner, and complete protection from every angle. We call this 360-degree height safety.

Our Purpose


We're here to make safe simple - so our partners can focus on what's important to them.

Our Story


As the world’s largest independent height safety brand, we have the scale to make things happen. But we think size is nothing without agility. Our structure enables us to adapt to changing demands and move fast when speed is needed.