A complete rebrand for a 30-year-old Australian security company
Client
NES
Year
2026
National Electronic Security (NES) is a 30-year-old Australian security company, part of the Central Monitoring Services (CMS) group. After three decades in market, the brand needed a refresh while keeping a visual link to its existing brand equity.
The brief:
The new identity had to do three things at once. Look modern and premium without losing the trust the brand had built over thirty years. Sit confidently next to the parent company logo (CMS) without competing with it. And carry a visual nod back to the original logo, so existing customers would recognise it.
I explored three directions, each grounded in a different value from the original NES brand pulling on the bold NES letterforms and the circular shape from the original logo as anchor points.
The Solution:
The chosen direction draws on the circular form of the original logo, preserving a visual connection to the brand's heritage. The icon references a security camera, with radiating circular elements evoking a broadcast signal.
I developed a refined colour palette grounded in the original brand and paired it with a warmer photography direction. The imagery was framed around golden hour: the moment everyone leaves the office, or when homes are most vulnerable. The emotional truth NES sells is ‘we're there when you're not’. The photography needed to feel that.
Together, the icon, the type and the imagery position NES as a technology-driven security provider who are instantly recognisable and emotionally credible.
The Outcome:
A complete brand identity covering logo suite, type system, colour palette, photography direction, and a full set of brand guidelines.
NES is preparing to launch the new identity later this year.
