Brand identity for a safety software platform

Bigfish created a bold brand identity for HSI Donesafe, a configurable health and safety platform seeking to break from the category’s conservative norms. Rather than relying on typical blue-grey palettes, cyber aesthetics, and stock imagery, Bigfish focused on the human impact of workplace safety through humour and accessibility. The work introduced a vibrant colour palette, playful tongue-in-cheek messaging, and a flexible character and illustration system built around exaggerated safety scenarios. This approach helped make the software feel approachable, distinctive, and easy for everyone to understand. The project included brand, visual identity, and illustration, resulting in strong performance including 5.9 million LinkedIn impressions, 45,000 new website users, and a 65% conversion rate.