Services Logo Design, Branding, Promotional material, Internal Campaign, Internal Comms
Year 2025
Matt approached In the Middle with a challenge: Safety communications weren’t cutting through.
Like many organisations, their internal safety guides had become functional. Informative. Necessary.
But forgettable.
In a business full of engineers, vans, and real-world risk, safety should never feel like small print. It should feel like a statement. They needed to reinvent how safety showed up.
‘Don’t be a spanner’ was born from understanding the audience — mechanics. By speaking their language, we turned a typically dull message into something relatable, memorable, and human. It’s more than just a catchy phrase; it’s a creative rebellion against the sea of uninspiring, cookie-cutter communication that often fails to connect.
Don’t be a
SPANNER
This approach celebrates authenticity — using humour, attitude, and the everyday language of the people we’re talking to. It reminds us that effective communication isn’t about playing it safe; it’s about knowing your audience, daring to be different, and sparking genuine engagement.
The REBEL Framework
R – Rethink the status Quo E – Expose the Real Issue B – Build the big idea E – Execute with impact L – Leave a mark
Safety comms often fall into the same trio: Corporate tone. Policy language. Dense layouts. We challenged that.
If technicians are bold, practical and hands-on – why shouldn’t safety speak their language?
The real issue wasn’t information it was attention. The content already existed. The policies were right. But it wasn’t landing emotionally. Safety had become instructional. We needed it to become cultural.
“Don’t Be a Spanner.” A line rooted in mechanic language. Playful. Direct. Memorable.
The result? A safety guide that:
Stands out in vans and depots
Feels culturally relevant
Speaks directly to technicians
Signals a shift from compliance to commitment
Instead of blending into paperwork, it became a visible symbol of safety standards. We didn’t just redesign a document. We elevated safety into a statement.
The Impact
– Increased engagement with Internal Safety Material – Stronger alignment between brand voice and internal culture – Clear visual identity across safety communications – A more confident tone of voice across the business
Safety no longer whispers. It speaks up.
Rebel Against Uninspiring
Safety doesn’t have to be dull. Internal communications don’t have to be safe. When you treat internal culture with the same creative ambition as external marketing, people notice.
And when people notice — behaviour shifts.
“The campaign has been a huge success with over 20% improvement in compliance levels within our Roadside and SMR teams within the first couple of months. It’s started what feels like a real cultural shift in the management teams focus as well.”
Matthew Humphreys, Health Safety Environment & Quality Director – RAC
