SpyCloud
Situation / Challenge
Austin-based SpyCloud operates in the Cybersecurity and Online Fraud Detection segments, fragmented and competitive spaces with dozens software vendors and service providers of varying sizes and proficiencies.
SpyCloud engaged Sage with two goals in mind: [1] refresh its brand messaging and identity; and [2] elevate its profile among Tier 1 security, business, and enterprise IT press, with the goal of disrupting the anti-fraud category.
SpyCloud was looking to not only migrate its identity elements but also its underlying personality, expressed in both brand-level deliverables and sales support tools. Its immediate requirements were to arrive at a message and identity that’s:
Better suited for dual use in the cyber and fraud detection segments.
More aligned in character with enterprise business development.
Easier to understand by all audiences.
Approach
Sage first examined SpyCloud’s current perceptions through in-depth interviews, an executive session with core leadership and key stakeholders, and an audit / competitive analysis. Through this process, we gathered vital information that aided in the development of new messaging.
With overarching language in place, Sage developed an evolved visual identity with a simplified, typeface-only logo as the centerpiece. The brand expanded to include fresh colors, typography, collateral templates, and a stationery suite – all reflected in brand guidelines and carried across the website.
Sage also created 40+ unique icons and 30+ custom 3D isometric graphics for use throughout the website, collateral pieces, reports, and presentations.
Sage then conducted an aggressive thought leadership campaign focused on SpyCloud’s value proposition to the mid- market and enterprise security marketplace. The campaign capitalized on SpyCloud’s new identity, highlighting enterprise business pain points, recent government mandates, initiatives, and conversations surrounding identity management; the criminal underground; supply chain security; remote workforce; and cyberattacks, with an emphasis on ransomware.
Results
Our integrated approach elevated SpyCloud as an Infosecurity Thought Leader with consistent, strategic message pull-through across a range of topics and verticals. These efforts strengthened SpyCloud’s messaging and broadened its positioning by offering disruptive contributions to key conversations.
Sage worked closely with the SpyCloud team to achieve these results:.
Leveraged the company’s aggressive growth, global customer footprint, innovative culture, and incredible bench of subject-matter experts for third-party validation – leading to a boost in brand awareness and thought leadership in key enterprise markets.
Established strategic media relationships with reporters at Tier 1 publications including Forbes, Consumer Reports, POLITICO, SC Media, and Dark Reading, leading to frequent feature story and thought leadership coverage.
Established a consistent cadence of winning speaking and award submissions, leading to additional external validation by relevant organizations.
Executed a robust rapid response strategy by implementing a scalable process to insert SpyCloud into breaking news, while navigating sensitivities and streamlining executive buy- in.
Generated additional traffic to the updated company website.
Won a Hermes Creative Gold Award for the overall Brand Refresh.
Coverage
