Rekindle an Old Flame – Literally

Gateway Safety Flares, seasoned provider of superior professional-grade highway safety flares.

“I have learned what constitutes an effective outcome-based marketing strategy and I highly recommend their services.” — Gateway Safety Flares

As agency of record for the company and working solely with the CEO we developed a new brand strategy improving and replacing the prior traditional sales model.

Safety with the Sparks

This is one of the oldest fusee brands. For more than 62 years, Gateway Safety Flare has created the superior professional-grade highway safety flares for the police, military, and other entities.

Like many legacy businesses, Gateway Safety Flare has built on a traditional sales model with minimum marketing efforts, and is highly dependent on word of mouth. Realizing the lack of strategic marketing planning as a potential obstacle of further expansion, the company turned to XYZ Advantage for help.

Developing the Brand and Strategies around Customers

While the company had no marketing strategies or planning, the sales team had deep relationship and rich knowledge regarding the safety signal market and the customers who benefited from Gateway Safety flares. They were the spark that would ignite the traditional brand and our work.

With thorough research and investigation, we quickly discovered the consensus among customers that they view the Gateway Safety Flare as a “highly professional safety product”. Once we confirmed this brand recognition, we had several group work sessions with the entire team to share information and ideas on how to create something different for Gateway Safety Flare.

The New Website

In order to make the new brand and website highly recognizable by their existing customers, we explored various options, then focused on three areas that help define the product: the product itself and the color combination, the professional use cases, and the amazing customer services.

The website was built with the focus on core functionalities – SEO on primary high-volume keywords and clear & effective call-to-action to generate quality leads. That does not mean we just tossed away great ideas, as there will always be a V2 and subsequent updates/releases.


The company was acquired by Orion, the industry leader in 2019.

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