Pain Points
Dated website with limited scalability
Branding no longer matched the company’s size or ambition
No CRM or marketing attribution
Solutions
Brand positioning strategy
Messaging framework
Website redesign on WordPress
HubSpot CRM integration
Tech Stack
WordPress
HubSpot
Google Analytics
Meet All Pro Security
All Pro Security was founded on a commitment to presence, accountability, and trust, establishing a reputation for uniformed officers, mobile patrols, and 24/7 dispatch operations. This dedication served clients who prioritized safety, professionalism, and reliability.
However, as the company expanded, leadership recognized that the brand’s image had lagged behind the business’s evolution. Internally, All Pro was preparing for acquisitions, expanding its remote security services, and engaging in national account brokering. Externally, the brand still projected the image of a smaller, local operation. Their website and communications failed to convey their current level of professionalism, operational maturity, or future vision.
All Pro’s goal was not merely to increase website traffic. They sought higher-value clients, long-term contracts, and enterprise-level partnerships. They were shifting away from competing on price and focusing on building a national brand. To achieve this, they needed marketing that accurately reflected this ambition.
Big Red Jelly was engaged not for a simple website redesign, but to architect an entire brand system designed to support the company’s planned future growth.
Brand Level
Pro
Build Level
Pro
Industry
Security
The Challenge: Scaling with the Wrong Digital Foundation
All Pro Security’s original website, built on Weebly, was fundamentally limiting the company’s growth. The site suffered from poor performance, a lack of customization options, and ineffective SEO, preventing it from supporting the business’s expansion goals.
However, the technology was only half the problem.
The more significant issue was the company’s market positioning. The security sector is filled with vague, overused terminology like “Reliable,” “Affordable,” and “Professional.” While competitors focused on price, All Pro’s value was rooted in superior systems, accountability, and proactive protection, qualities that were entirely absent from their online presence.
To address these challenges, All Pro’s digital strategy needed to incorporate the following missing elements:
- Genuine differentiation from competitors.
- Clearly defined customer journeys.
- Establishment of authority and expertise.
- Improved visibility into lead generation.
- A scalable, modern digital platform.
The Solution: A Brand Built for Long-Term Expansion
Big Red Jelly’s engagement with All Pro Security was driven by a clear, ambitious goal. Our focus wasn’t on superficial improvements, such as simply asking, “How can we make this site look better?”
Instead, we posed a far more strategic question: “How do we build a platform that supports national growth?”
Our solution was a unified ecosystem that integrated brand, website, marketing, and infrastructure. This initiative went beyond mere design—it was a foundation of business architecture designed for expansion.
We focused on:
- Redefining their brand identity and positioning.
- Rebuilding their website with a clear conversion strategy.
- Structuring SEO for sustainable traffic growth.
- Creating multilingual accessibility.
- Establishing a consistent, personality-driven social media presence.
Part 01 | Brand Strategy & Positioning
Strategically Elevating the Brand to Reflect Their Goals & Audience
Big Red Jelly’s process prioritizes strategy before visual design. Brand Director Joshua Lee spearheaded the discovery phase.
The pivotal discovery was that All Pro is proactive—by design. This mindset is deeply ingrained, stemming from leadership’s backgrounds in military and law enforcement, and is enforced through daily reporting, check-ins, patrol tracking, and rapid response systems. Instead of reacting to incidents, the company focuses on prevention.
This core insight led to the guiding concept: “Partner in Protection,” which became the emotional and strategic cornerstone of the brand. This repositioned All Pro from a mere vendor to a trusted partner dedicated to protecting people, property, and performance.
Brand Deliverables Included:
- Positioning framework
- Messaging hierarchy
- Audience segmentation
- Competitive differentiation
- Brand voice guidelines
- Strategic narrative and tagline development
The brand messaging successfully shifted from a functional focus (“Here’s what we do”) to a strategic one (“Here’s why we protect differently”).
Part 02 | A Reimagined Brand Identity
Redesigning the Brand for Growth
Big Red Jelly’s objective was to elevate All Pro Security’s history, not erase it.
The visual identity was refined to preserve the brand’s roots, keeping the eagle and star as anchors to symbolize authority, duty, and service. The resulting logo is a flexible system that scales across all platforms, including uniforms, vehicles, signage, and digital media.
Key modernizations to the visual system included:
- Simplified mark construction
- Cleaner typography
- A refined, professional color palette
- Scalable logo variations
The final brand communicates clarity, confidence, and command without resorting to aggression. All Pro now projects the image of the company it is evolving into.
Part 03 | Website Redesign & Rebuild
Turning their Website into a 24/7 Conversion Engine
We retired the Weebly platform and rebuilt from scratch on WordPress to enable:
- Scalability
- SEO performance
- Integrations
- Security
- Flexibility
- Custom user journeys
This wasn’t aesthetic work. It was strategic infrastructure. Everything from site architecture to conversion flow was mapped intentionally.
Website Wins:
- Clean UX
- Clear navigation
- Strategic CTAs
- Compliance accessibility
- Conversion-first layout
- Optimized performance
- Enterprise-level aesthetic
Part 04 | Customized Customer Solutions
Customizing Audience Solutions for Diverse Needs
A one-size-fits-all approach is ineffective in the security industry. All Pro Security understands this and provides tailored services for a wide range of clients, including:
- Property managers (addressing vandalism)
- Construction leaders (mitigating theft and fire liability)
- Government organizations
- Residential communities
- Executive protection clients
By segmenting its audience, All Pro ensures each client:
- Sees their specific situation reflected in the content.
- Follows a service path designed for their needs.
- Immediately grasps the value proposition.
Part 05 | CRM & HubSpot Integration
Building the Infrastructure for Long-Term Scale
We built systems behind the scenes as thoughtfully as the visuals.
That means:
- Licensing systems stay intact
- Training portals are preserved
- Ongoing hosting is stable
- Analytics are always running
- Security updates happen continuously
For the first time, All Pro gained insight into where leads come from and what drives conversions. HubSpot allowed them to:
- Track sources
- Optimize campaigns
- Evaluate performance
- Improve response time
- Scale intelligently
Bring It All Together
All Pro Security now has a powerful brand platform, scalable website, and systems that support national growth longterm. They are positioned not just for traffic, but for enterprise partnerships.
Clear Messaging
All Pro Security clearly positions themselves as security experts across 5 states.
Strategic Pages
Big Red Jelly utilized service & location pages to target high-intent customers.
Tactical Support
Big Red Jelly has continued to make additional website updates as All Pro Security has grown.
88
%
88% of consumers are less likely to return to a site after a bad user experience.
67
%
Businesses that maintain an active blog generate 67% more leads per month than those that don’t.
46
%
46% of all Google searches are seeking local information, and 78% of local mobile searches result in an offline purchase.
The Conclusion: Build the Brand First — Then Scale the Business
Scaling without a strategy leads to chaos. All Pro now scales with confidence. They didn’t chase tactics. They built a system.
5
Website that easily serves locations across 5 states
19
+
A digital presence that shows off their 19+ years of experience
82
+
82+ reviews showcased on their site
Shown: Stephen Sobisky, Joshua Lee
The Strategists
Joshua Lee | Brand
“All Pro’s biggest differentiator wasn’t something we invented — it was something we uncovered. They don’t wait for problems. They anticipate and act. Once we framed the brand around ‘Partner in Protection,’ everything aligned visually, verbally, and strategically.”
Stephen Sobisky | Build
“We wanted All Pro to look like the company they are becoming — not the company they used to be. The darker theme, bold structure, and strong visual hierarchy communicate authority, professionalism, and control without saying a word.”
Let's Talk
Big Red Jelly: Your New Security & Brand Growth Partner
Big Red Jelly builds brands that grow—and websites that convert. We blend strategy, design, and systems to help companies scale with purpose. Our team specializes in translating a business’s unique strengths and values into a brand and online experience that drives measurable growth. We combine strategic branding with high-converting website design and data-backed marketing campaigns, giving our clients a complete foundation for success. We believe in building brands that are visually compelling, emotionally resonant, and functionally designed to convert curious visitors into loyal customers.
Meet the Team
Why Big Red Jelly?
At Big Red Jelly, we believe great brands are built through strong collaboration. We work closely with our clients to understand what drives them, who they serve, and where they’re headed. Every project is guided by strategy, creativity, and purpose. Our team brings diverse experience and a shared commitment to helping brands grow with clarity and authenticity. We don’t just market your business — we help shape its future.
Let's Talk
To Elevate Your Brand & Online Experience Check Out Our Latest Articles!
How to find your “Target Audience”: Scale Your Revenue by Obsessing Over Your Ideal Customer
After nearly a decade running a marketing agency, and a whole career in this field, I’ve heard the phrase “target audience” more times than I can count. Years ago, a…
Read MoreRead More