Brand development for a Cybersecurity Company
Brand development for a Cybersecurity Company
The Challenge
When I joined the company in 2019, there was no structured marketing department—only one individual managing both marketing and sales. The brand lacked cohesion and professionalism, with scattered design elements, inconsistent color schemes, and a tone that didn’t align with the technology sector. These limitations affected the company’s ability to effectively communicate its value to clients and position itself in a competitive industry.
When I joined the company in 2019, there was no structured marketing department—only one individual managing both marketing and sales. The brand lacked cohesion and professionalism, with scattered design elements, inconsistent color schemes, and a tone that didn’t align with the technology sector. These limitations affected the company’s ability to effectively communicate its value to clients and position itself in a competitive industry.
The Solution
After reviewing the company’s needs and leveraging insights from my portfolio, I collaborated with the owner to overhaul the brand and establish a unified visual and strategic identity. Key initiatives included:
After reviewing the company’s needs and leveraging insights from my portfolio, I collaborated with the owner to overhaul the brand and establish a unified visual and strategic identity. Key initiatives included:
Brand Redesign: Developed a cohesive brand identity, including selecting a new, technology-aligned color palette, refining typography, and crafting a professional brand book to guide future design efforts.
Template Creation: Designed templates for RFP proposals, ensuring consistency and professionalism in client-facing documents.
Social Media and Marketing Collateral: Created engaging social media graphics, videos, and marketing materials, all aligned with the newly established brand identity.
Brand Governance: Acted as the “brand police,” ensuring consistency across all materials, from fonts and colors to the tone of visual and written communication.
Cross-Functional Collaboration: Partnered closely with a talented writing team to translate the company’s tone into compelling visuals that resonated with its target audience.
The Results
Over my four years as the solo designer, I successfully elevated the company’s brand, enhancing its professionalism and market positioning. The revamped branding and cohesive marketing efforts resulted in:
Over my four years as the solo designer, I successfully elevated the company’s brand, enhancing its professionalism and market positioning. The revamped branding and cohesive marketing efforts resulted in:
Increased engagement and growth on social media platforms.
Streamlined production of marketing materials, saving time and ensuring alignment across departments.
A stronger and more recognizable presence in the technology sector.
This experience demonstrates my ability to build a brand from the ground up, lead cross-functional initiatives, and deliver designs that drive measurable business impact.
Brand pieces developed for Collection Company
Aligning Brand Identity with Internal and External Audiences
The Challenge
When I joined the collection company as a Creative Marketing lead, the brand had recently undergone a redesign that introduced a new logo and brand book. However, feedback from employees revealed a disconnect between the brand’s visual identity and the company’s culture. Employees described the company as vibrant, fun, and forward-thinking, but the new branding felt overly corporate and rigid, designed more to appeal to Fortune 500 clients.
When I joined the collection company as a Creative Marketing lead, the brand had recently undergone a redesign that introduced a new logo and brand book. However, feedback from employees revealed a disconnect between the brand’s visual identity and the company’s culture. Employees described the company as vibrant, fun, and forward-thinking, but the new branding felt overly corporate and rigid, designed more to appeal to Fortune 500 clients.
Additionally, the recruiting team faced challenges attracting new talent. While the company was known internally as a great place to work, the branding failed to reflect the playful and inclusive spirit that set it apart.
The Solution
To address these challenges, I led a series of initiatives to align the brand with both employee sentiment and external objectives:
To address these challenges, I led a series of initiatives to align the brand with both employee sentiment and external objectives:
Workshops and Research: Conducted interviews and interactive workshops with employees using Post-its and feedback sessions to understand how they viewed the company’s culture and brand identity.
Visual Adjustments: Introduced softer, structural lines into the design language, replacing rigid, corporate visuals with elements that felt more approachable and futuristic while maintaining professionalism.
Social Media Strategy: Designed cheerful, inclusive graphics for recruiting campaigns, incorporating vibrant photography and cartoon-style illustrations to appeal to younger and diverse audiences.
Dual Branding Approach: Created a balanced brand strategy:
Internally, the brand communicated playfulness and energy, fostering a positive workplace culture.
Externally, the brand retained a polished, upscale appearance suitable for Fortune 500 clients.
The Results
This dual approach successfully bridged the gap between the company’s internal and external identities, leading to:
This dual approach successfully bridged the gap between the company’s internal and external identities, leading to:
Increased employee engagement with internal branding initiatives.
Enhanced recruiting efforts, attracting a younger, more diverse talent pool.
A cohesive brand image that supported both a vibrant company culture and the credibility required for high-profile clients.
This project showcases my ability to lead user-centered design initiatives, navigate complex brand challenges, and deliver solutions that resonate with diverse audiences.
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