Brand & visual
Transformational rebrand
The challenge
In 2020, it was time to change the tone and look of Cyberscout. They needed to stand out in a tightening crowd of competitors. Competitors tended toward blue tones and traditional "safe" looks, driven home with a "scaring is caring" approach to marketing.
There was enough discomfort in the world, so the goal was to empower and reassure people. Life shouldn't grind to a halt when an identity theft or cyber security event inevitably strikes. Cyberscout is there to help people stay ahead of the curve through guidance, advice, and state-of-the-art tools and services.
We set out to differentiate through a more upscale, modern approach, paired with a more human connection and a clear voice. Cyberscout exists to make sure people's busy, wonderful lives aren't interrupted, and to be a safety net in challenging times, not to complicate them. And while Cyberscout has a business-to-business focus, it is good to remember that people are still people. They want to keep moving forward.
Everything starts with a logo
A logo is the vanguard, and often the first touchpoint for people discovering a brand. It must convey a company's message and identity as succinctly as possible.
Cyberscout had rebranded several times over the years, including name changes. As the company matured into an international enterprise, it needed to show its presence and class across multiple industries and cultures.
We were sensitive to the history of so many changes, yet still wanted a fresh look. Color palettes stayed familiar to existing clients. We simplified elements and worked a radar into the name, removing distraction and keeping it legible. The thin, cleaner lines convey a new sense of elegance, clout, reliability and clarity. There's less need to shout when you are a leader in your field.
Web presence
With so many of us working remotely, a clear and well-organized website matters. The design was a visual departure from what you might expect of a company that specializes in cyber security and identity theft protection. The site had to go beyond being attractive and mobile-optimized. It had to give clear information and a clear path into the sales process.
Despite that primary goal, much of Cyberscout's website traffic came from end users. It was essential to put our best foot forward and convey an innovative business culture. A B2B marketing effort should never discount or ignore the end user.
Full collateral revamp
A rebrand touches every corner of a business. Everything from business cards to convention booth materials needs to be cohesive. I produced much of the material myself, and coordinated a team of contract writers and designers so we met our deadline: from design approval to a completed rebrand in under three months.
A photo finish
Everything matters in a redesign, even the choice of photography. I wanted Cyberscout's imagery to carry the same energy and motion as the design, so I wrote a style guide standard for images of people in motion, often at interesting angles. Whether stock or custom photography, the intent was always to show people in real situations, with a dynamism that would stand out among competitors. Genuine, simple and inviting.
Icons of their industry
A complete design system needs iconography that works in concert with the brand across every system. I created a set of images for the top-level sales verticals, and an icon set used everywhere, from sales materials to the SaaS products. It's a detail that, done properly, isn't noticed and isn't a distraction. It just works.
Showing off the work
A redesigned brand doesn't wow on its own. It needs promotion. We produced videos and took to social media to share the news.