Work Enginuity
Re-engineering & rebranding a skills organisation from the ground up
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Bringing foresight, modernity and humanity to industrial process safety
Repositioned as a proactive partner to cut through a crowded, expertise-driven market
Protected and enhanced lead generation through strategic SEO resulting in over 50% increase of organic traffic
Redefined visual identity to reflect differentiated expertise and proactive approach
From trusted advisors to proactive safety partners
Stonehouse Process Safety began with a fundamental mission: to protect people. As expert safety practitioners, they had built their reputation on deep technical knowledge and trusted guidance. However, in an industry where expertise is table stakes and purpose statements blur together, they needed to find their distinctive voice.
When we first met Stonehouse, their identity didn't match their ambition. Their in-house developed messaging leaned heavily toward professional services, missing the scientific rigour and safety-focused mission at their core. More importantly, they were struggling to connect with their dual audience: the technical stakeholders who speak the language of engineers, and the human decision-makers focused on organisational wellbeing.
At the heart of Stonehouse
At its heart, Stonehouse combines academic precision with practical industry knowledge to protect what matters most. Their work ensures the well-being, continuity, and integrity of their clients' operations by identifying and preempting hazards before they manifest. This proactive approach to process safety challenges sets them apart – moving beyond simple regulatory compliance to deliver practical, forward-thinking solutions that make a real difference to their clients' operations.
Responding to the human element in process safety
We began by helping Stonehouse articulate what truly sets them apart. Through our strategy work, we uncovered a powerful insight: while their competitors led with either purpose or expertise, none were addressing the fundamental human need at the heart of process safety. This revelation led us to shift their narrative from the broad "making the world safer" to the more personal and impactful "making your world safer."
We discovered that Stonehouse's real value lies in its unique perspective - its ability to see hazards before they become incidents. This insight gave birth to a compelling positioning: "Helping industry respond to risk, not just incidents.” To supplement the proposition, a qualifying statement, “Ensuring the well-being of your people, integrity of your plant, and continuity of your business,” ensured that the human element was not overlooked.
An identity that frames the future
With a strategic direction in place, we turned our attention to the visual identity. The existing design, while professional, failed to capture the scientific expertise and forward-thinking approach that makes Stonehouse unique. We needed to modernise while maintaining their earned equity and authority.
Our solution centred around the concept of a framing device - a visual metaphor for Stonehouse's ability to identify and focus on critical safety concerns that others might miss. This device became the cornerstone of their new identity, supported by a refreshed colour palette and typography that balanced technical precision with human approachability.
The architecture of their offer was simplified to reflect their three core services: consultancy, testing, and training. But more importantly, we reframed these services around their proactive approach: "Pairing deep practical knowledge and academic rigour with industry best practice to identify, assess, and preempt hazards – before they become real events."
“My organization had a great experience working with the Salad team for our 2024 website redesign. We were initially looking for creatives who could also help advise us on SEO best practices while we refreshed our branding. What we found in the Salad was a kind, energetic group of experts who helped us produce an authentic brand + accompanying site we are proud of.”
Yassamine Ebadat
Chief Operating Officer
Digital transformation, with careful consideration
The website renovation required a delicate balance. As a significant source of lead generation, we couldn't risk disrupting their existing success. Instead, we took a measured approach, carefully preserving and enhancing their strong SEO equity while streamlining the content architecture to focus on high-performing pages. We updated key sections with the new brand language and enhanced the CMS to empower their team to manage content more effectively.
The result is a digital presence that maintains and build on their technical authority while making their expertise more accessible and engaging.
Key metrics since launch
19%
Increase in users from direct search
100%
Increase in active users
52%
Increase in users from organic search
A platform for future growth
The transformed brand now embodies six core characteristics that set Stonehouse apart: analytical, expertise-oriented, pragmatic, rational, risk-aware, and fundamentally human. These attributes come together to position them not just as safety consultants, but as forward-thinking partners who help organisations protect what matters most.
By humanising the language of process safety and speaking directly to both technical and human stakeholders, we helped Stonehouse evolve from trusted advisors to safety visionaries. Their new identity and website give them the platform to continue their mission of making industry safe and sustainable, and meet their business growth objectives though a highly optimised website.
