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Guardian Launches New Positioning at World of Concrete Show

Height safety specialist Guardian launches its new brand positioning at the World of Concrete show in Las Vegas this month. The relaunch follows the consolidation of the Stronghold, Ty-Flot and Checkmate brands under the Guardian banner in the summer of 2021.

The positioning has been developed following extensive user research and is built around the core truth that Guardian’s 360-degree height safety offer makes it simpler for customers to keep their workers safe at height. Spanning fall protection, dropped object prevention, foreign material exclusion, engineered systems, and certified training, Guardian now acts as a single source for all height safety needs, backed up by fully integrated expert customer service.

“’Height safety. Simplified.’ is a brilliantly simple articulation of our safety mission. Born out of the belief that safe should be simple, we make complexity our enemy every day, in all we do,” said Jeff Ward, CEO, Guardian. “We combine the scale to make things happen with the agility to flex, respond and move at pace. Our range offers an unrivalled blend of breadth and depth – with products, services, training and support designed around our users’ needs.”

The World of Concrete booth will feature a preview of the brand’s new website, along with two new brand videos and includes a 360-degree Height Safety Insights Room where users can experience and provide feedback on products that are currently in development.

Launching next month, the new website has been designed to embody the brand’s simplicity mission. Pulling together the full product range in one place, it will feature multiple tools designed to help visitors compare, select and customize their height safety system, as well as the option to book custom training or ask for expert advice. The site will be fully regionalized, and videos will be available in both English and Spanish languages.

For more information, visit

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