About Us

Based in Canning Vale, Perth, Western Australia, AFS has been shaping the way mines and fleets handle vehicle identification since our inception in 2017. As a subsidiary of IONA Global Pty Ltd, AFS specializes in manufacturing Rock Board® LED Identification Signs and XCELR8 safety products, two product lines designed to meet the demands of harsh mining and industrial environments.

The story of Rock Board® began in 2012 with a vision: to create a quick, reliable, and visible method of vehicle identification that enhances safety and communication on mine sites. Mining conditions are often unforgiving—dust, rain, darkness, and heavy machinery create high-risk environments where effective identification saves lives.

Rock Board® products have since become the standard for LED identification solutions, offering unmatched clarity through backlighting and reflective technology. Today, our solutions are used across mining operations worldwide, making a significant difference in safety and operational efficiency.

Our Mission

At AFS, our mission is clear: to revolutionize mine and fleet safety through innovation in vehicle identification. By crafting reliable, durable, and visible safety products, we aim to reduce accidents, enhance communication, and ultimately save lives. Our products aren't just about compliance—they're about ensuring that employee returns home safely after their shift.

What We Do

Rock Board® LED Vehicle Identification Displays

Our flagship product, Rock Board®, provides backlit and reflective identification that ensures visibility in all conditions—whether vehicles are powered on or off. Rock Board® is the optimal solution for harsh mining environments, where darkness, dust, and rain can obscure traditional identification methods like stickers or paint.

With Rock Board®, fleet vehicles are easily identifiable, enabling positive communication between vehicles and personnel, reducing the risk of accidents caused by misidentification.

XCELR8 Safety Products

Expanding beyond Rock Board®, our XCELR8 safety solutions cater to cost-effective identification and safety needs, providing products like reflective triangles and asset decals. These products are designed to complement our LED offerings, ensuring a comprehensive approach to fleet safety.

Our Vision

We envision a future where every fleet vehicle on every mining and industrial site is clearly identifiable, reducing risks and fostering a safer work environment. AFS is proud to be at the forefront of this transformation, ensuring that safety isn't just a goal but a reality for our clients worldwide.