Chubb

Creating a new set of values to capture the spirit and bright future of a heritage brand

Chubb is one of the world’s leading providers of fire safety and security solutions for businesses of all sizes and sectors. For more than 200 years the company has been making the world a safer place, protecting people, property and assets with essential systems, equipment, and services.

Following Chubb’s acquisition by the US-based APi Group and subsequent arrival of a new CEO, Chubb was ready to refresh its brand values. They asked for these to build on Chubb’s strengths as a well-known and trusted brand that’s been  in business for over 200 years, while also setting the company up for success for a successful and dynamic future.

Employees across Chubb’s major markets were consulted on the company’s key features, differentiating characteristics and what makes the company a great place to work. Interviews also took place with senior stakeholders within Chubb and APi to understanding the ambitions, challenges and fresh strategies being employed by the business.

The new set of values was developed in close collaboration with Chubb HR, internal communications and external communications teams, with constant focus on making sure the values and their definitions aligned with APi Group’s core purpose and translated effectively to each international market.

Mission and vision statements were also produced to provide Chubb with a complete brand platform for enhancing motivation amongst existing employees, attracting new talent, and  communicating Why Chubb? to customers and partners.

and creating more opportunities for growth.

Working with MGA Ideas