Logo and brand for an online technical rescue equipment retailer.
Through its e-commerce website, Rescue Direct sells equipment focused on rope rescue for fire, search and rescue, swift water, confined space, and urban and industrial rescue. Starting out as one of the smaller players in their industry, Rescue Direct reached out to Highline for a logo and brand that would help them communicate with their target audience.
We set out to identify their core differentiators and get to know the incredible rescue professionals they serve. The result was a brand whose sole focus is not on selling products, but to connect with and empower its audience – the true heroes. The brand’s main objective is not just to be a store, but to be a community.
Courageous, bold, honest, compassionate, stoic, dedicated, human connection.
Rescue Direct brand personality