Hilti 5 - MADnext

The Safety Officer Everyone Actually Listens To

How MADnext Gave Hilti’s EHS Communication A Human Face — And Turned Safety Rules Into Something People Remember.

Clients

Hilti

Service

Character Design & Visual Communication

THE CHALLENGE

Traditional safety posters were text-heavy and often ignored.

Hilti needed a communication system that:

Captures attention
Simplifies safety messages
Encourages safer daily behaviour

Before

Workers read the posters.

After

Workers understood and remembered them.

THE CHALLENGE

Traditional safety posters were text-heavy and often ignored.

Hilti needed a communication system that:

Captures attention
Simplifies safety messages
Encourages safer daily behaviour

Before

Workers read the posters.

After

Workers understood and remembered them.

THE SOLUTION

We designed a friendly female Safety Officer to humanize workplace communication.

Professional yet approachable

Instantly recognizable

Culturally relatable

Consistent across all safety materials

THE SOLUTION

CHARACTER DESIGN

The mascot was built with:

Hilti-inspired uniform and colours

Indian cultural detailing

Clean 2D illustration style

Scalable design for print and digital

COMMUNICATION SYSTEM

A pose library helped express different safety actions

Core expressions include:

This allows every safety message to communicate visually before words are read.

IMPACT

The mascot transformed safety communication from information to guidance.

Before

Text-heavy posters
Low engagement
Workers read the posters.

After

Visual storytelling
Better recall
Stronger safety awareness

DESIGN SYSTEM

The mascot works consistently across:

Posters

Mobile screens

Presentations

Floor graphics

Internal communication

Training materials

OUTCOME

A mascot isn’t just a character—it becomes a visual language that makes safety easier to understand, remember, and follow across every workplace touchpoint.

OUTCOME

A mascot isn’t just a character—it becomes a visual language that makes safety easier to understand, remember, and follow across every workplace touchpoint.

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