Website & Strategic Positioning for DC Adams Group and Why Safety Matters
Overview:
DC Adams Group Pty Ltd is a safety-focused strategic advisory firm with deep roots in high-risk industries such as mining, tunnelling, and electrical trades. The company’s key initiative, Why Safety Matters, delivers story-led safety training and keynote presentations that resonate on a deeply human level. Founder Dallas Adams approached us to unify the digital identity of both DC Adams Group and Why Safety Matters, and to build a platform that clearly communicated their credibility, lived experience, and transformative impact in the workplace safety space.
Challenge:
While DC Adams Group had strong boots-on-the-ground recognition, its online presence lacked clarity and cohesion. There was no digital hub that connected the advisory arm with the story-led training business. This created confusion around the brand’s structure and made it difficult for clients to understand the depth of services offered, or how to engage. The emotional weight behind Why Safety Matters’ mission, fuelled by personal loss, and also needed to be honoured without becoming too heavy or inaccessible for prospective partners.
Approach:
We delivered a new digital ecosystem that clearly defined the relationship between DC Adams Group and Why Safety Matters, with distinct pages, messaging frameworks, and service breakdowns. The website was designed to feel both credible and personal, bridging the corporate advisory world with Dallas’s emotionally grounded delivery style.
This involved:
End-to-end website design and development using Framer, tailored for clarity and impact.
Brand story copywriting that balanced professionalism with emotional resonance.
Service positioning for both strategic advisory and story-led training programs.
Development of a speaker/media kit to support keynote bookings and event inquiries.
Clear CTA paths for booking sessions, accessing resources, and requesting pricing.
Outcome:
The new website gave Dallas and his team a confident digital front that reflects the legacy, lived experience, and future vision of the business. With a clear brand structure and storytelling framework, the group can now:
Share their story and services with clarity, professionalism, and emotional impact.
Book speaking engagements and training with ease through a streamlined process.
Position Dallas as a thought leader in workplace culture and safety transformation.
Open conversations with government bodies, unions, and Tier 1 contractors.
Testimonial:
"This work has allowed us to present what we’ve lived through, not just as a business, but as people who care deeply about making sure no family experiences what mine did. The site has helped us reach clients who understand our mission from the first click."
— Dallas Adams, Founder & CEO, DC Adams Group
