Deep Instinct

To address these challenges, I undertook a comprehensive brand modernization project that included the following key initiatives:

I restructured the brand's color hierarchy and typography, creating a more sophisticated and polished look to appeal to enterprise clients while retaining elements of the brand's original identity. Adding gradients to the brand allowed for a feeling of depth and intrigue that the old brand was lacking.

Smooth interactions were introduced to allow for a better user experience. Hover-states and other previously ignored haptics are now not only a way for users to better understand where they are, but amplifies the brand.

‍I utilized Midjourney to create unique, ownable, AI-generated imagery that effectively communicated Deep Instinct's complex cybersecurity offerings. These visuals helped differentiate the brand and visually convey its innovative approach

I worked with key stakeholders at the brand to develop a comprehensive interactive case study repository showcasing success stories to replace their current solution of static PDFs. This repository provided potential clients with concrete examples of Deep Instinct's effectiveness and impact, aiding in trust-building and decision-making.

Working alongside sales, development, and their internal marketing teams, I established an affiliate program to expand Deep Instinct's reach and foster partnerships. This program helped leverage existing relationships and created new opportunities for growth.

By implementing these solutions, Deep Instinct successfully modernized its brand, appealing to a new target audience while maintaining its core identity. The updated look and feel, along with enhanced communication tools, positioned the company as a sophisticated and innovative leader in the cybersecurity space.

The glowing light effect strengthens the idea that BCW is always ahead of the curve, just out of reach and always moving forward. The glowing lights are exactly the same for both the public-facing and internal brands, however they take on new life with the light and dark backgrounds that support them respectively. BCW's tagline "moving people" was the inspiration for these guiding lights, a way to visualize a concept that drives millions of people and brands each and every day.

The corporate identity system included an accessible color palette that would extend their current limitations, custom pattern development, updated typography, internal and external photography, employee on-boarding kits, email templates, social media templates, awareness ads, and corporate global PPT deck, all executed for both the external-facing bright identity and the internal dark identity.

For external communications, we aimed to convey a light-hearted and optimistic tone, utilizing sweeping bright whites and grays complemented by vibrant pop colors. These colors symbolized innovation, ideas, and that intangible force that propels individuals forward.

I conducted a thorough update of underperforming landing pages to better align them with the brand. This process involved selecting and rolling out new designs, integrating them into the design system, and rigorously testing their performance. Through A/B testing, I compared different versions of the landing pages and the associated creative assets, which provided valuable insights and significantly improved the user experience and effectiveness of our landing pages.