Collins serves the people who do, build, create and care for our cities and infrastructure, people who make the products and services we use everyday; doers who extract raw materials and who shape finished products; warehouse, healthcare, and hospitality staff who keep us stocked, healthy, and entertained. Collins’ outfitted workers have kept industry working safely for more than 100 years. The brand direction that was defined presents Collins as the avant-garde of safety footwear / apparel industry. The graphic shapes and colors still relate to Collins’ heritage, while giving the brand a fresher look. In tandem, the bold typography and clean geometric layouts, communicate the precise standards that Collins upholds, the importance of “the expert fit for an exceptional job.” Paired with compelling images of workers, this brand direction infuses a sympathy that is part of the brand values.