SafetyCulture has rebranded as Mitti. The new name and identity reflect the platform’s growth from a safety and inspections tool, to an AI-powered operations system for frontline industries, including manufacturing, construction, QSR and retail.
“SafetyCulture has been an incredible brand to build, one the team has spent years turning into a name customers recognise in Australia and globally. This change isn’t a reset, it’s an evolution. The platform has grown to cover quality, operations, training, assets, procurement and insurance, all powered by AI, and the SafetyCulture name simply doesn’t stretch far enough to describe that anymore. We’ve outgrown it, and from a brand standpoint, that’s exactly the point at which you have to move,” said Hamish Grant, chief operating officer at Mitti.
“The word Mitti has roots in a number of different languages. One meaning is ‘middle,’ the centre of an operation, where decisions get made and work happens. That’s where the Mitti platform sits, in the middle of the action, connecting the people on the frontline with the people making decisions in the boardroom, so everyone’s working off the same picture. It closes that gap and gives leaders and teams the information they actually need to make better calls, faster.”
The brand creative, design and marketing rollout were all developed in-house, with the launch campaign spanning owned social, paid digital, and PR.
Existing brand partnerships, including the Australian Open, NASCAR racing team Trackhouse, and the M-Sport World Rally Team, will continue under the new name, with Mitti branding appearing across arenas, tracks and cars.
Alongside the rebrand, Mitti has unveiled a host of new AI capabilities including Agents, AI Assistant, AI Issue Creation and 5 Star Benchmarking, giving frontline teams faster answers, fewer overdue actions, and a clearer view of how every site is performing.
The business’ insurance arm, Mitti Insurance, is also expanding, taking the model global with its first move into the US. The underwriting agency is now licensed across 51 states and jurisdictions, with initial focus on 10 Midwestern states.
Mitti is used by 80,000 organisations in over 190 countries, including FISHBOWL, Trippas White Group and Coles.
