Owning the
right-to-win with
a bold new brand.

SAFEGUARD CYBER

Brand strategy that helped a cybersecurity company stand apart in a sea of sameness.

BACKGROUND

How can SafeGuard
Cyber stand apart in
a crowded market?

SafeGuard Cyber is an innovative cybersecurity and compliance platform that uses AI to proactively monitor cloud-based business communication channels, like Slack and Zoom. However, the brand was lost amongst an overly crowded and “vanilla” cybersecurity landscape.

Fort West was asked to redefine and elevate SafeGuard Cyber’s brand. Our mission was to showcase the company as a beacon of innovation and reliability, boosting market traction, and paving the way for a successful round of funding.

Services

+ Brand Strategy

+ Brand Design

+ Brand Activation

BRAND STRATEGY

From insight to
impact, setting a
foundation for growth.

We spoke with stakeholders, industry consultants, and customers to capture insights that would help us better understand what the market was missing and how to stand apart.

An intensive brand workshop helped distill learnings into SafeGuard Cyber’s unique right-to-win and ownable brand position. The results aligned with the company’s vision, resonated with the target audience, and differentiated SafeGuard Cyber in a competitive cybersecurity industry.

STRATEGIC TARGET

The
Systems Thinker

The strategic target is a representation of the brand’s ideal customer. This audience aligns with SafeGuard Cyber’s values and seeks their specific product offering. We explore their related interests and adjacent cultures to inform our messaging, design, activations, and other tactical decisions. We defined SafeGuard Cyber’s strategic target as The Systems Thinker. The Systems Thinker has a multidimensional approach to problem-solving.

Core Values Org. Benefit

+ Effectiveness ⟶ + Security

+ Efficiency ⟶ + Value

+ Holistic solutions ⟶ + Impact

+ Stewardship ⟶ + Compliance

BRAND CHARACTER

The dawn of
The Shadow Angel.

The brand strategy is brought to life through the development of a brand character. We utilize archetypes to help personify the brand’s offering and promise. Unique to Fort West, we then identify and combine two sub-archetypes to create an ownable character that sets the brand apart, and becomes the driving force for all expression.

BRAND DESIGN

A new direction
for SafeGuard Cyber.

Under the guidance of The Shadow Angel, we developed an entirely new design system for the brand. From typography and color, to logo treatments and supporting graphics, the usage guidelines were made to provide direction and consistency across all aspects of SafeGuard Cyber’s brand expression.

BRAND ACTIVATION

From the shadows,
into the world. Bringing
the brand to life.

We developed a design metaphor that closely aligns with the characteristics of The Shadow Angel — The Celestial Darkside. This direction ventures into the depths of darkness to pull forward clear data and communication, with future-forward, celestial undertones. From there, we were able to imagine and create everything within the SafeGuard Cyber universe — how it looks, feels, sounds, and behaves in the real world.