When Sonic Alarm Systems transitioned to employee ownership, the announcement needed to do more than communicate a structural change. It needed to capture the values of a long-standing family business while reassuring customers, staff and partners that the company’s future remained stable, independent and rooted locally.
Candid Creative Studio was brought in to help shape how this moment would be communicated publicly. The brief combined editorial storytelling, campaign design and digital presence to present the transition as a meaningful milestone in the company’s history.
The project was developed as a coordinated announcement campaign across print, digital and physical environments.
Design
The visual language for the campaign draws on Sonic’s existing identity while introducing subtle cues of protection and stability.
A red gradient backdrop and security grid motif reinforce the company’s sector, while a chrome bell box image – the most recognisable symbol of a security system – anchors the announcement visually. This device signals trust and protection, acting as a metaphor for Sonic safeguarding its own future through employee ownership.
Campaign assets included:
• a double-page editorial feature in Penarth View
• large-format pop-up banners for the staff announcement event
• printed A6 announcement postcards
• digital assets for press and web
Together these elements created a consistent visual presence across both physical and digital touchpoints.
Place
A key part of the project was establishing a dedicated place for the story to live.
Rather than relying solely on press coverage or social media posts, a standalone Employee Ownership mini-site was developed to explain the transition in a clear and human way. This provided a permanent digital home where the narrative could be explored in more depth, including the company’s family history, the motivations behind the decision and what employee ownership means for customers and staff.
Separating this content from the main Sonic website allowed the announcement to stand confidently as a milestone moment while still linking back to the operational business site.
Promotion
The announcement campaign combined editorial storytelling with physical and digital promotion to ensure the message reached a wide audience.
A carefully crafted press release captured the voice of the founder, Peter Regan, and the emotional significance of the transition. The piece resonated strongly, helping articulate the motivations behind the move to employee ownership in a way that felt authentic rather than corporate.
The story was then expanded into a double-page feature within Penarth View, introducing the announcement to the local community while directing readers to the dedicated mini-site for further information.
Supporting materials such as banners and postcards ensured the message was visible within the company’s own physical space, reinforcing the moment both internally and externally.
“
Everything went perfectly on announcement day. I just wanted to say a huge thank you again for making me feel so prepared and comfortable. The banners, editorial pieces, and staff information were all spot on. The minisite we love, and have included it on all our email sign-offs. Your work truly felt like something planned over months, and I’m incredibly grateful for your help.
— Peter Regan
Outcome
The project successfully positioned Sonic Alarm Systems’ move to employee ownership as a confident and values-driven milestone. By combining clear storytelling with a coordinated design approach, the announcement became more than a business update. It became a brand moment – reinforcing the company’s independence, heritage and commitment to its people.
