The company had long outgrown the brand. Its identity was still the exact same as it was on day one when TrustedSec was solely focused on offensive-testing and operated out of the founder’s basement. The problems were affecting brand perception, sure, but also limiting internal employees. Teams were constrained by the lack of assets, customers were confused by the offering, and the story was buried.

To reach more best-fit customers without losing the love and admiration people had for the original brand, TrustedSec needed to evolve in a way that retained the company’s culture but grew beyond the misperception that it’s still in its infancy. Strategy work began with collaborating with the TrustedSec team on decoupling what aspects of their brand felt authentic from what they were “supposed to be” in the industry. From there, we uncovered a story that revolved around epic stories of underdogs, exceptional people invested in their craft, and a community committed to making the world a more secure place.

Brand Strategy. Brand Positioning. Competitive analysis. Audience evaluation. Brand and Product Architecture. Concept and narrative development. Photography and art direction.