CASE STUDY
PROJECT:
Safety First
TEXO, the Construction Association, representing the Associated General Contractors (AGC) and Associated Builders and Contractors (ABC) chapters in North Texas, launched a region-wide safety orientation program to strengthen workforce readiness and standardize training across the industry.
The Safety First initiative introduced a unified curriculum, certification process, and visual credential recognized by contractors, owners, and jobsite supervisors throughout the region.
PRAXIS supported the development and launch of the program’s brand, communications, and training materials.
Situation
The new initiative required a distinct, highly visible identity that could stand on its own while remaining aligned with TEXO’s organizational brand.
Because the credential would appear on active construction sites, training facilities, and worker documentation, the brand needed to communicate credibility, consistency, and authority.
Key challenges included:
- Creating a recognizable industry-wide credential
- Integrating the TEXO identity into a standalone program brand
- Designing materials for both classroom and field environments
- Ensuring broad adoption across multiple firms and job sites
The program’s success depended on widespread recognition and trust.
Our Approach
PRAXIS served as the strategic and creative lead for the Safety First brand system and supporting materials.
Key contributions included:
Brand Architecture & Identity
- Developed the Safety First program identity integrated with TEXO branding
- Established visual standards for jobsite, classroom, and digital use
- Designed a system that could scale across locations and employers
Campaign & Collateral Development
- Created print, digital, and environmental graphics
- Produced hard hat decals, jobsite badges, signage, and certification materials
- Designed curriculum and instructional documents
- Developed email and publication-ready campaign assets
Launch & Adoption Support
- Supported rollout through coordinated communications
- Positioned the program within industry publications and member outreach
- Ensured consistent presentation across training locations
Throughout the engagement, PRAXIS focused on building a durable brand system that would function in real-world construction environments.
Results
The Safety First brand is now widely recognized across North Texas construction sites and training facilities.
Thousands of workers participate in the program annually, earning OSHA 10-hour certification and the regionally accepted Safety First credential.
The program operates at multiple locations and is regarded as a leading safety orientation platform in North and East Texas, reinforcing TEXO’s role in advancing workforce standards and jobsite culture.
This engagement reflects how PRAXIS supports industry-wide initiatives that require credibility, consistency, and long-term adoption. By aligning brand strategy with operational realities, we helped establish a program that strengthened safety culture across an entire regional market.
