Cyber security client | Lippincott 2022

"What if we weren't the most liked person in the room?"

 

This is the question I asked when conceiving brand character options for cyber security company CrowdStrike. Bringing anti-heroes, introverted spies and obsessive technologists into the conversation unlocked the kind of brainstorming you just can't get when you're trying to be all things to all people. And that's not CrowdStrike.

 

They stop breaches. That's their thing. So, when it came to finding the right brand voice, we needed something that...I don't know how else to say this, but...it needed balls. This client made it abundantly clear they wanted to exude confidence and courage -- willing to do whatever it takes to protect us all from an ever-expanding and insidious enemy.

 

Just the same, no brand wants to be obnoxious, so this was a fun and fantastic challenge. It included social-media-specific voice guidance, which rounded out a robust guideline deliverable.

 

With a brand voice like this, it's especially important to advise across a broad spectrum of expression and engagement -- not just when to push tone and where to hold back, but where to show up and when to lie low (DMs, comments sections, etc.).