Fire + Rescue NSW is one of Australia’s largest emergency services organisations, protecting over 7 million people across urban and regional NSW.

Despite its critical and evolving role — responding not only to fires, but also road crashes, hazardous materials, medical emergencies, terrorism, and community education — public perception lagged behind reality.

Internally, engagement was low, and externally the public primarily saw “firefighters who fight fires.” The rebrand needed to redefine how it was perceived and unify 6,800 staff under a single, purpose-driven brand.

We were tasked with taking consumers on a journey with a first look inside how a campaign for the new Fire + Rescue would look. The tagline Prepared for Anything, was reinforced through a TVC from the POV of the brave men and women who make up NSW Fire + Rescue. 

A new brand photo library was also developed to give the brand a kick start with it’s new and exciting phase.