Brand Engagement Strategy
Formerly known as SI Consult, SecurityHQ has spent over 17 years to build itself to be a trusted global Managed Security Service Provider (MSSP) by ensuring businesses with an impermeable layer of security control, regardless of the volume of attacks or the level of sophistication. SecurityHQ has risen to the challenge to combine the best-n-business technology, process and expert minds advanced security service for the partners.
We partnered with them to retain their brand to its current build, enabling them to translate their expertise, represent themselves as an organisation and establish their new position in the cybersecurity industry.
We began crafting a new brand strategy that aimed to build a strong and identifiable presence encapsulating the expertise that enabled SecurityHQ to speak with authority, giving it a leading edge. A vibrant, new age digital system showcasing the evolutionary growth, advanced services and the company’s expertise for leading businesses was thoughtfully formed.
The brand and its audience
Committed to helping enterprises fight cyber threats, protect data and mitigate security risks, Security HQ provides a humanised customer service by combining the right people, process and technology. The understanding gained during discovery workshop helped us identify the existing brand challenges and missed opportunities to gain awareness among the potential clients. The target audience segmentation helped create a cohesive strategy to maintain the global stance of the brand and increase its value to become a customer-led and personable approach of service in cyber security.
Building value for the primary
customers will automatically
build value for secondary and
Re-positioning the brand
An extensive understanding of brand spectrum, market overview, competitor study and the company profile was conducted to help re-define the strategic position of the brand at the intersection of people, process and technology. It helped them compete with the big players, claiming a strong & identifiable position in the industry and elevating their expertise in making enterprises cyber-resilient.
The devised roadmap enabled a seamless transition towards the new proposed brand architecture. It provides greater visibility and flexibility for the potential expansion of their services.
Crafting a new future forward identity
SecurityHQ protects your world by acting as that wrap of security— tackling problems of today by staying ahead of the curve. It helps enterprises grow securely and intelligently. Hence, we strived for a new take on the personality that would evolve it for the future of cybersecurity. The new identity is a key driver in changing the brand perception.
The logotype approach for brand identity makes the transition more visible and recognisable. A scalable, streamlined identity system ensures a coherent yet dynamic expression across all touch points. Confident and direct, the visual identity is led by the sharp use of language and supported by a strong, sophisticated colour palette of blues. A secondary colour palette helps in grabbing attention and guiding the user through the established hierarchy.
Developing the brand communication and system design
We developed a narrative that feels fresh, compelling and relevant. It was imperative for the communication to be conversational and assuring whilst ensuring a humanised tone of voice.
A range of marketing collaterals, presentations, reports etc. covered both internal and external communication. Illustrations and patterns that recall data visualisations help convey the research and refinement that is integral to the SecurityHQ experience, as well as the complex systems running behind the scenes. The resultant design system donned a futuristic approach to the cyberworld. The aesthetics announced evolution using the dotted wave pattern as a wrap of security protecting your world.
Brand marketing collaterals,
presentations, reports etc.
designed for both internal
and external communication.
Crafting a new digital experience
After years of operating, SecurityHQ’s website needed the momentum of a launch, without negating its years of expertise. The ultimate goal was to inform clients about the evolution of the company, its advanced services and its expertise in tech-driven cyber industry.
A cohesive digital strategy was created by extending the visual identity into all digital touch points, presenting a more intuitive and modern interface. The interaction patterns and the navigation framework ensured consistency and ease of use. We converted a typical B2B informative website to an engaging website with live content; videos, events and webinars as per the current world's requirements.
Managed Security Services
To encapsulate maximum brand offerings at a glance, we used smart UI solutions such as thoughtful information categorisation and illustrative depictions display.
UI Design Assets
Knowledge Based Content
Industry specific Security Requirements
Public or private, small or large, every company faces its very own set of security challenges. The Industries page was introduced on the website navigation to showcase services, tailored to tackle industry-specific challenges.
Brand Social Engagement
We developed a social media structure using a content distribution strategy. The aim was to create an honest brand perception and establish an informal connection with the right audience. 60% of the content was brand messages and culture; 30% of the functional knowledge based content and 10% generic content such as announcements and situational posts.
Extensive brand guidelines were set up to ensure the correct usage of brand components. It maintained the following considerations: flexibility with constraints to achieve consistency, easier functionality among multiple teams by defining set standards and breaking away from the monotonous look and feel.