Frontline Fire & Rescue launches new ‘Crafted for Courage’ brand platform via Chapter
WA designer, manufacturer and supplier of emergency service vehicles and equipment Frontline Fire & Rescue, has unveiled a major brand refresh via independent agency Chapter Brand Leadership.
As a leading supplier to private enterprise and government agencies, such as the Department of Fire & Emergency Services, Frontline Fire & Rescue have built a global reputation for high-quality, custom-built solutions.
Frontline Fire & Rescue design and build a range of emergency vehicles — including fire appliances, rescue vehicles, ambulances, specialized trailers — and supporting rescue equipment.
Frontline Fire & Rescue have been investing heavily in growth and development. with a strong focus on innovation, including the development of an EV vehicle range recently launched at the AFAC25 conference.
Chapter, Founding Strategy Partner, Hannah Muirhead, said: “It became apparent through our research with Frontline staff (many of whom were vollies themselves) that they were building vehicles with a very clear focus on the people who rely on them in life-or-death moments. A well-designed, well-equipped truck is often the difference between deciding to go, or not. This unlocked our key insight for the brand: Fire trucks don’t just carry gear, they carry courage.”
Chapter, Founding Creative Partner, Dean Hunt, said: “Fire trucks – I mean come on. We were blown away by the factory tour at Frontline Fire & Rescue. Their passion for design and detail was inspiring. They build fire trucks to a level of relentless refinement because every detail might be the difference between a life saved and life lost. The ‘Crafted for Courage’ brand platform elevated the Frontline Fire & Rescue brand to match the quality of their vehicles. It was an honour to represent Simon and his team’s business with this brand. Good people. And thanks to our team and the legends at Strange Animals.”
Frontline Fire & Rescue, Managing Director, Simon O’Hart, said: “We aspire to be a trusted partner—an authentic, premium brand that delivers groundbreaking innovations and creates lasting value for the people who rely on us. Our rebrand was designed to reflect this. The team at Chapter were incredible to work with—personal, insightful, and deeply invested in understanding who we are and where we’re going. They took the time to immerse themselves in our industry and our story, and the result is a brand that truly represents Frontline Fire & Rescue.”
Chapter Brand Leadership provided market research, brand strategy, creative platform, a refreshed brand design, logo update and brand book, signage, advertising, social and digital assets, a brand exhibition experience, and a new website with web development partner Strange Animals.
Strange Animals, GM of Creative & Technology, Charlie Apps, said: “It was a pleasure collaborating with the Frontline Fire & Rescue team, and Hannah and Dean at Chapter. The refreshed brand provided a bold visual framework for the website, while our UX and development teams focused on delivering functionality to match. This included a dynamic invoice request system and responsive layouts inspired by luxury automotive sites to showcase Frontline’s exceptional new range of vehicles. It doesn’t get much cooler than fire trucks.”
The ‘Crafted for Courage’ brand was launched at AFAC25 with a brand experience and display. The platform will continue to rollout across multiple mediums in the future as Frontline Fire & Rescue continue to drive innovation and update their range.
Find out more about Frontline Fire & Rescue here.
Frontline Fire & Rescue
Managing Director: Simon O’Hart
Account Manager: Cameron Metcalfe
Chapter Brand Leadership
Founding Creative Partner: Dean Hunt
Founding Strategy Partner: Hannah Muirhead
Head of Projects: Chloe Lewis
Lead Designer: Ihor “Eager” Chalyi
Studio In-house Design: Chris Markle
Web Development, Creative and Tech Partner: Stange Animals
