Chubbsafes has protected what matters since 1835. Certified safes and vaults now reach customers through distributors and regional teams around the world. In 2025 the brand turned 190. The goal was one celebration that worked in every region.
One campaign. Global reach.
A 190th anniversary only happens once. So this anniversary needed to reach markets around the world, each with its own channels, its own buyers and its own idea of what “heritage” should sound like.
That meant creating one story that worked everywhere. It had to be ready for every sales manager and distributor to use from day one.
It also had to speak to three audiences. Customers needed a reason to trust the name. Distributors needed a brand they were proud to sell. Employees needed to feel part of it.
Listen to the regions first,
then build once
Before we designed anything, we talked to the people who would have to use it. Regional managers around the world told us what their markets respond to, which channels actually carry weight, and where a global campaign usually breaks down for them.
Creative concept development
We took the anniversary to the regions as distinct creative routes before committing to one.
The regions chose 190 Years Strong.
That shaped the whole build. We wrote one core story, 190 years strong, carried by heritage, trust and innovation. Each message was written for customers, distributors and employees. Then we designed the anniversary branding as a global system rather than a set of finished ads: an anniversary logo, key visuals, design guidelines, an image bank and templates that regions could adapt without breaking the brand.
The last piece made it work at scale. Every region got a toolkit with the global assets, plus usage and localization instructions. Distributors got their own version. The campaign launched globally in 2025, and the regions took it from there with their own amplification.
What one campaign looks like around the world
Every asset was made to travel. Global teams launched it, regional teams localized it, and distributors sold with it.
Strategy & identity
Campaign concept and mood board · design guidelines · anniversary logo · key visuals · key messages · image bank
Safes, buildings and machines from across Chubbsafes’ history sit around the number 190. Each object stands for a chapter of the brand, so the visual tells the story before anyone reads a word, in any language.
The anniversary branding came with colour, logo lockups and layout rules that gave every region the same starting point. Local teams could translate, adapt and produce new material themselves while the campaign still looked like one brand.
Digital & web
Webpage with copy · website hero banner · banner ads · organic social posts · social profile images · content calendar
The campaign page became the home of the anniversary online. We wrote the copy and designed the hero banner so regional sites could carry the same story in their own language.
Each ad leads with one message: heritage, trust or innovation. Regions picked the message that fit their market best and dropped in local copy without touching the anniversary branding.
Anniversary launch campaign · email banner · email signature
A launch email sequence for customers and partners, with matching banners and signatures for every employee. Every email sent from the company quietly carried the anniversary too.
Events & print
Roll-up standee · backdrop
Trade fairs, showrooms and partner events got the same anniversary branding wherever they took place. The roll-up and backdrop were built to print locally in each region.
Internal
Onboarding deck · MIDAS announcement emails · Microsoft Teams background
Employees became part of the campaign. LinkedIn headers, profile icons and a Teams background put the anniversary branding in every meeting and every profile, in every region.
Product launch
Chubbsafes 1835™ concept brochure · Chubbsafes 1835™ social posts
The concept brochure introduced the limited-edition Heritage 1835 safe. It linked the anniversary to a product that sales teams and distributors could sell.
Campaign in a box
Everything the regions received, packaged as one shared library they could pick up and run with.
- Animation & video
- Anniversary launch email campaign
- Anniversary logo
- Anniversary PPT template
- Backdrop
- Banner ads
- Chubbsafes 1835™ organic social media posts
- Chubbsafes 1835™ product brochure
- Content calendar
- Content strategy
- Copy bank
- Design guidelines
- Email banner
- Email signature
- Image bank
- Internal announcement campaign
- Internal onboarding deck
- Key visuals
- Microsoft Teams background
- Organic social media posts
- Sales guide
- Sales presentation
- Social media profile images
- Toolkit: distributors
- Toolkit: regional
- Webpage mockup with copy
- Website hero banner
One look, ready for every region
We designed the campaign for the regional teams who would use it. The key visual sets the number 190 among real Chubbsafes safes and landmark buildings, in a muted heritage palette that works anywhere. Three versions cover heritage, trust and innovation, so each region can lead with what matters most locally. With clear templates and guidelines, teams could adapt copy, swap images and build their own ads independently.
One story, told everywhere at once
The campaign launched globally and was picked up region by region, by sales teams, distributors and employees alike. Because the regions helped shape it, they used it.