Safelite Brand Refresh

Two Safelite employees in black and red uniforms smiling and working behind a white reception desk in a modern office with red and beige walls.

Boasting more than 800 locations, a fleet of 8,000 trucks, and a workforce of 15,000, Safelite stands as the premier automotive glass repair company in America.

I led the in-house brand studio in partnership with agency Quake to modernize the brand and align it with the scale, innovation, and service quality customers expect.

This comprehensive rebranding initiative influenced every facet of the business, including team uniforms, shop architecture and environmental design, fleet vehicles, advertising, and digital experiences.

The result is a brand built to scale—one that supports Safelite’s continued growth while reinforcing its leadership in the category.

Contribution

Creative Director

Project Focus

Branding
Art Direction
Copywriting
Illustration
Environmental
Apparel
Fleet

Team

Sarah Cook
Josh Miller
Maeghan Housley
Brad Keefe
Maria Patrick
Kevin Beisel
Amanda Leonard
Patrick Burriss
Grace Morgan
Ryan Jordan
Christina Pletnewski
Peter Jenkins
Jill Brandt
Kristina Grimaldi
Stephanie Strait

Red Safelite service van driving on a city street lined with trees and buildings in the background.

Branding refresh

Branding Guidelines, Illustrations, Motion Graphics, Voice & Tone

Red sign displaying Wi-Fi network name 'advantage' and password 'RepairReplace' with an illustration of a person sitting on a chair using a smartphone and a QR code for Safelite.

Grid of colorful illustrations featuring cars, people interacting, Safelite service vans, windshield repair, customer service, and accessibility scenes.

White SUV with a man driving and a dog in the backseat, carrying a yellow kayak, blue paddleboard, white cooler, paddle, and basketball on the roof, on red background.

Shop redesign

Architecture, Environmental Design

Safelite storefront with red and black facade, glass entrance doors, and garage service bays under a partly cloudy sky.

Smiling woman and Safelite employee review documents together at a white table in a Safelite office lobby.

Red wall inside an auto repair facility with the white text 'Putting the safe in Safelite one windshield at a time' and a checkerboard calibration tool in the foreground.

Smiling man in white shirt looking at his smartphone while sitting at a table in a modern office lounge.

Conference room with a wooden table, four red chairs, a computer, and a wall text that reads 'Want to go far? Go together.'

Woman in denim jacket holding a steaming red cup while looking into an auto repair shop where a worker is cleaning a black car.

Uniform Collection

Apparel Design, Manufacturing

Close-up of a person wearing a black and red polo shirt with the word 'SafeFlo' and clear safety glasses hanging from the collar.

Smiling man wearing a black and red Safelite uniform shirt standing in front of a red Safelite service van.

Woman technician wearing Safelite uniform and safety glasses cleaning a car windshield in a garage.

Mobile Glass Shop Fleet

Design, Copywriting

Red Safelite van parked on a road beside a calm lake with a small boat in the water and a tree line in the distance under a clear sky.

Red Safelite Mobile Glass Shop van parked on a city street with buildings and trees in the background.

Red Safelite van with white text reading: 'Nice windshield. Let us know if things change.' parked near a brick building with green shrubs and trees.

Bad Romance – Halestorm

The Executioner – Disciple

High Hopes – Panic! At The Disco

If You Say So – Disciple

Ctc – The Channel Surfers

The Art of War – Perturbator

Revelation – Zardonic

Against All Odds – Zardonic

Coyote – Jamestown Revival

Clockwork – Hyper

Stompbox – The Qemists

You, Dear – Eloise

Red Sun – Galactic Cowboys

Alive Tonight – Grace Potter

Empty Heart – Grace Potter

The Greatest View – Silverchair

Beastmode – I AM THE STORM

Aint It Fun – Paramore

We Go Down – Krewella

Dumb It Down – Styles of Beyond

In Bloom – Nirvana