We have been the brand guardians at Britax for 19 years. Originally owned by BSG International plc, the Britax name was used across a wide range of products, including: car seatbelts, automotive components, aircraft equipment and childcare and safety products. By 1986 it became clear that the brand look and feel was becoming inappropriate for the highest growth area - childcare. We were subsequently commissioned to create a new brand identity and system that would be able to span effectively across both childcare and automotive components sectors. Ten years later, when BSG repositioned itself, we were called back in to refresh the identity system and apply the Britax brand to the Group - which became Britax International plc. In 2002, following a private to private transaction in 2001, we were called in again to help converge all the international of childcare brands under the Britax Childcare master brand, introducing a new proposition 'first class travel for children' at the same time. www.britaxchildcare.com