In 2015 the safety regulator, WorkCover NSW, underwent a transformation. The organisation restructured to create three new brands, each taking on part of the mandate of the original organisation. SaferWork NSW was designed to be a government organisation devoted to the delivery of a range of easy-to-use services beneficial to business owners (large and small). And their staff were to put a focus on being approachable, helpful and above all supportive. How do you convince an entrenched audience that the new regulator is not just the old agency with a new coat of paint?