Photography
Socials
Website
I was with Baig security for 3 years. In that time, I went from intern, to designer and then to manager of my own department. I joined the company only a month after it was formed.
The logo, core branding, vision statements, etc, were all of my design. The logo had two iterations. Originally, it was a circle with the inner text saying the slogan of the company. However, I redesigned it a few months later with the angular black and white logo the company uses now.
I created the socials for the company. We started off with just Instagram and Facebook, then later expanded into YouTube, TikTok, and Snapchat. In the time I managed the accounts, they went from 0 followers to 5k+ followers alongside a strong network of local businesses.
I was new to social marketing at the time. I was still thinking about going into animation. Working on the website I realized I had a passion for design. Ever feel like critiquing a company’s website? Want to complain about a business’ logo? That was me all the time.
Logo Design and Revamp
The original logo I designed for the company was the first logo I’ve ever designed. As you can see, it wasn’t scalable as the small text within the outer circle becomes obscured the more you resize it. It was a very lackluster logo that left a lot to be desired. It didn’t scream security whatsoever.
The revamp, however, is scalable. It can be shrunk and still be recognizable without distorting the quality. I also chose to use dark colors (inverse to the original design) as black is a symbol of strength and power. I also used sharp angular shapes to give off more of an imposing and distinguished feeling that comes with security.
Initial Plan
At first I wanted to focus solely on posting about the services we offered to the GTA. As with all new businesses, it was the top priority for the company to make sales. I’d create endless posts and stories promoting the services, but it rarely led to quotes or clicks.
However, I quickly realized that generic posts like these when posted on socials didn’t create a following or engagement. Lacking a sense of personality, and not having real people in front of the camera, had made growth difficult.
Improvements and Tweaks
Based on how the accounts were performing I switched to getting in front of the camera. Interviewing guards, the president of the company, etc was a big part of the growth the account received. Security is anonymous by nature and by adding faces to the brand it makes people more comfortable to reach out.
By following trends on TikTok and Instagram, it made the account fun and thus more engaging. Getting involved in the local community through events we planned (virtually or in-person) and attending local businesses meetings helped grow our local connections. This led to continued growth on our socials, and higher engagement from those who followed because they recognized the brand.
This had a marked improvement on how our content was performing. As you can see by the grid of the adapted post compared to the original, it’s much more interactive when you’re looking at it.
The original grid is boring, and doesn’t visualize well. It doesn’t draw audiences in. If anything, it puts them off. It also lacks accessibility by being so heavy on the text in the graphics. The redesign focused on getting the employees, myself, and the president of the company right in front of the camera, making sure that people knew our name and our uniforms.
Website: Start and Finish
The original website is no longer available, but it was a singular page with an image and a phone number. Once I started in the role, I made the website design you can see in the before. It had 27 pages and was full of stock images. It was text heavy and clunky. The final redesign however was a cleaner user interface. While it still incorporated the branding, it had less text, higher contrast, and was easier to navigate.
The current website has a much smoother UI and is easier for people to browse through. I focused on making it easier to navigate and reduce text. Security is hard enough for people to understand. The last thing I wanted was to overload them and have them leave the site.
In The End
I learned how much I love to work with businesses on their design at any stage but especially at the beginning. This position opened my eyes to what I can do and it led me to starting my own company. Being able to shape businesses branding, logo, website and online presence is fulfilling. I get to see my ideas through to the end stages of publication and work for years on the same project.