New visual worlds featuring the new operational uniform, an informational film on the uniform launch, national key visuals, and a campaign landing page with interactive 3D models for Securitas.
Securitas AG, Switzerland's leading security company, is updating its operational uniform after more than two decades, with a phased rollout beginning in August 2026. At the same time, the company faced the challenge of bringing its EVP claim, "Security starts with you," to life visually. The existing visual identity did not fully leverage the brand's potential, and it lacked a cohesive framework to connect the uniform, the EVP, and the employer brand across all touchpoints. Changing the uniform of a company that has stood for security since 1907 is a delicate communication task: it must be perceived as an evolution, not a break with the past. Furthermore, the goal was to position security work as an attractive, modern career path in a competitive labor market.
At the heart of the implementation is an informational film that tells the story of the company's development through its uniforms. It showcases uniforms throughout the ages, from the company's founding in 1907 to the 2026 uniform. The historical section is tightly edited to build suspense, with the largest and final portion dedicated to the new operational uniform. Securitas opened its archives for the historical segment. Uniforms and props spanning over a century were staged in the studio, from the patrol clock and key rings to the radio. The eras are connected via animated graphic layers overlaid on live-action footage: a continuous timeline, a map graphic of patrol routes, and technical blueprints of the garments. The lighting design transitions from the darkness of the founding years into the daylight of the present. The film concludes with macro shots of the new uniform, one of which highlights the zipper tape, into which the four Securitas values—quality, continuity, integrity, and flexibility—are woven.
Accompanying this, a photo shoot (photographer: Ramon Lehmann) was conducted to place the new operational uniform at the center and define the new visual worlds.
The new operational uniform is based on a layering principle. The base, middle, and outer layers can be combined depending on the weather and the nature of the assignment. This new principle is also brought to life through an interactive 3D model.
The central outcome of the campaign is the campaign landing page, which consolidates all content. It unites the visual world, the EVP claim, and the film into a cohesive content and visual unit, making the new operational uniform tangible in one place. In addition to the informational film, the centerpiece is the interactive 3D model, which allows the uniform to be viewed from every angle. This provides employees, applicants, and the public with consistent access to the campaign, giving Securitas a platform that serves as a reference point for all future communication measures.
Securitas now has a new, independent employer visual identity featuring 50 to 60 professional images across five professional fields, an informational film on the uniform launch including short versions in 16:9 and 9:16 formats for YouTube, Instagram, TikTok, and LinkedIn, as well as 6 to 8 print-ready key visuals for all relevant touchpoints. The campaign page securitas.ch/einsatzuniform bundles the film, the visual world, and 16 interactive 3D models of the uniform.
