Simmonssafe logo and branding

Simmons Safe: Modernizing a Compliance Brand for the 21st Century

When Simmons Safe set out to expand its footprint in medical and dental regulatory compliance, the team knew their brand needed to communicate more than expertise. It needed to express confidence, clarity, and a distinctly modern approach to OSHA and HIPAA compliance.

Homade partnered with Steel Croissant to develop a new logo and visual identity system, then extend that brand into a conversion-focused marketing site at simmonssafe.io. The result is a cohesive brand and digital experience that feels as advanced and reliable as the technology and expertise behind it.

Background: From Trusted Advisor to Scalable Platform

Simmons Safe already had credibility with healthcare organizations, DSOs, and technology partners. Their founder, Angela Simmons, had built a reputation as a leading authority in regulatory compliance, working closely with practices and platforms that serve them.

What the company lacked was a unified, scalable brand system that could:

• Align their visual identity with the sophistication of their offering
• Clearly communicate a blend of human expertise and modern technology
• Support a website that could educate, convert, and grow with the business

The engagement centered on three pillars:

1. Creation of the Simmons Safe logo
2. A flexible branding system for digital and partner use
3. Design direction and management for the development of simmonssafe.io

Brand Strategy: Compliance as a Confidence Driver

Rather than treating compliance as a fear-based or purely defensive concept, the brand strategy positioned it as a strategic advantage.

Key strategic themes:

• “Bring Your Compliance into the 21st Century” as the core promise
• A balance of human presence (practitioners, patients, teams) with modern interface elements that reflect software and systems
• Visual language that feels clinical but not cold, trustworthy but not bureaucratic

This strategy had to show up everywhere: from the logo mark and typography to the hero messaging and content architecture on the site.

Logo Creation: A Mark for Modern Compliance

The Simmons Safe logo was designed to function at multiple levels:

• Immediate clarity: Legible wordmark that reads clearly across digital surfaces, from navigation bars to small device screens.
• Symbolic meaning: A mark that references protection, structure, and systems working together, without relying on clichés like locks, shields, or generic checkmarks.
• Scalability: A flexible logo system that works in full-color, one-color, and reversed applications across web, decks, and partner materials.

Key design considerations:

• Geometry and structure

  The logo uses balanced geometric forms to convey reliability and precision—qualities essential in regulatory compliance. Sharp alignment and consistent spacing signal discipline and order.

• Color palette

  The palette intentionally blends healthcare familiarity with a forward-looking tone. The primary color treatment sits comfortably alongside clinical imagery and UI components, while accent colors support call-to-action elements across the site.

• Typography

  A contemporary sans-serif typeface was selected for the wordmark to echo the idea of “modern compliance.” It pairs well with the web typography used throughout simmonssafe.io, ensuring the brand feels unified between logo, headings, and body copy.

Together, these decisions produced a logo that feels at home both in a healthcare context and in a modern SaaS-like environment.

Brand System: Built for Partners, Platforms, and Practices

Beyond the logo, Simmons Safe needed a brand system that could flex across multiple touchpoints:

• Direct practice-facing marketing
• Platform partnerships (e.g., technology and service providers)
• Education initiatives like Simmons Safe Academy

The brand system included:

• Logo lockups for horizontal, stacked, and icon-only usage
• Color and contrast guidelines for use over photography and UI backgrounds
• Imagery direction that favors real clinical environments and teams, complemented with abstract shapes and overlays
• UI-adjacent elements (lines, shapes, icons) that reinforce the idea of systems, dashboards, and structured workflows

This system became the foundation for the website design language.

Website Experience: Translating the Brand into simmonssafe.io

With the brand foundation in place, Homade led the creative direction and management of the website development for simmonssafe.io.

The site needed to do several things well:

• Explain complex services like OSHA and HIPAA programs in plain language
• Show how Simmons Safe combines technology with human expertise
• Build trust through testimonials, partner logos, and specific outcomes
• Provide clear paths to conversion via “Book a Consultation” and “Learn More” flows

Information Architecture and Content

The homepage and primary pages were structured to:

• Lead with a clear, outcome-focused hero:

  “Bring Your Compliance into the 21st Century” sets the tone immediately.

• Introduce social proof early and often:

  Logos from DSOs, healthcare groups, and partners reinforce credibility right below the hero.

• Explain the Simmons Safe approach:

  Sections like “We Help Practices Modernize Compliance” and “Technology Powered By Experts” articulate how Simmons Safe blends platforms, processes, and people.

• Break down services into clear pathways:

  Dedicated sections and pages for OSHA and HIPAA help users quickly understand where to go based on their needs.

Visual Design and Brand Application

The site reflects the new brand in several ways:

• Consistent use of the logo and color system in navigation, headers, and calls to action
• Photography treatment that humanizes compliance—real practitioners and teams, not generic stock alone
• Iconography and graphic devices that echo the structure of the logo mark, creating continuity between brand and UI
• Typography hierarchy that mirrors the clarity and modernity of the wordmark

The result is a site that feels cohesive: the logo does not sit “on top” of the experience; instead, it is visibly connected to the layout, typography, and content strategy.

Collaboration and Build Management

Homade’s role extended beyond design into practical build management:

• Creative direction for the development team to ensure the implemented site faithfully reflected the brand system
• Guidance on how and where to apply the logo and color palette across hero sections, cards, and CTA blocks
• Attention to key interactions—such as consultation forms and navigation—to keep the experience intuitive for practice administrators and operations leaders

The collaboration model allowed Simmons Safe to move from abstract brand ideas to a tangible digital presence that could support both inbound interest and ongoing partner relationships.

Outcomes

With the new logo, branding system, and website in place, Simmons Safe now has:

• A distinct, recognizable brand identity that reflects its role as a modern compliance leader
• A website experience that aligns messaging, visuals, and structure around a single promise: bringing compliance into the 21st century
• A flexible visual system that can extend into future initiatives, including Simmons Safe Academy, partner integrations, and educational content

Most importantly, the brand now matches the reality of Simmons Safe’s work: a trusted, expert-led partner using technology and human insight to protect practices, patients, and teams.