The Company

Malwarebytes specializes in protecting home devices and business endpoints against malware, ransomware, malicious websites, and other advanced online threats.

FMXA x Malwarebytes B2B for Good 2021

FMXA x Malwarebytes B2B for Good 2021

The Challenge

Stress in cybersecurity matters. The pressure of protecting against advancing cyber attackers has led to widespread burnout and poor mental health among cybersecurity professionals, negatively affecting their performance and their wellbeing. Malwarebytes was aware of this issue and were looking to conduct a campaign focusing on the impact of malware on mental health.

Humanizing Technology

We recognized the challenges of stress within cybersecurity and wanted to open up the conversation around the mental toll that malware has on cyber professionals. This human-first messaging confronted topics that traditional cybersecurity providers shy away from, emphasizing the importance of mental health in cyber and highlighting the people behind the technology. 

Our “66 days back” campaign engaged with CISOs and SOC Managers through education, conversation, relaxation, and socialization. This included a report on cyber stress, an educational webinar, CISO roundtables, and a giveaway of annual subscriptions to either Peloton, Headspace, Fender, Disney+, or Masterclass. The campaign aimed to give professionals the time and headspace to focus on what matters, workplace wellbeing, while Malwarebytes automated remediation took care of any potential malware breaches. 

 

The Company:

Micro Focus is one of the world’s largest enterprise software providers, helping customers worldwide manage core business IT elements such as Application Delivery, IT Transformation, and Cyber Resilience.

The Challenge:

Data touches every part of an organization, from Security Analysts to the legal team to marketing and sales. One department can’t tackle data privacy and protection alone and large organizations often work in silos when managing their data. Micro Focus realized that in order to be successful in protecting and managing their data, departments need to collaborate and form a unified approach.

Humanizing Technology:

In creating the “Art of Data Privacy” content, FMXA took a more human approach to data privacy and protection. We identified every persona involved with data, from Compliance Officers to Marketing Executives, and came up with a cohesive narrative around the importance of collaboration. From here we developed a brochure, infographics, blogs, pitch cards, and a master sales deck. The content drew upon emotive images and focused on bringing people together and securing organizations throughout the entire data lifecycle. By specifying that data privacy is only possible through effective collaboration, we added a human touch to Micro Focus’ technical messaging.

The Company

Centripetal’s CleanINTERNET service works at massive scale and machine speed to dynamically shield businesses from every known cyber threat identified by the global threat intelligence community.

Centripetal Desktop Site

Centripetal Desktop Site

The Challenge

It’s easy for cybersecurity vendors to settle for stereotypes in their messaging and imagery, but an over-reliance on cold imagery or abstract graphics doesn’t communicate the technology’s value to customers. Centripetal wanted to overhaul their brand and sales & marketing content to ensure their product, CleanINTERNET, stood out within a busy and homogenous market.

A provider of comprehensive and aggregated threat intelligence, Centripetal’s mission is to offer enterprise-class security to customers of all sizes and industries. The organization wanted to consistently communicate this through their brand messaging and imagery with an aim to expand globally, focusing on their ability to solve human challenges within their target verticals.

Humanizing Technology

In an end-to-end brand refresh, we developed Centripetal’s website, ongoing content, imagery, and sales assets with people at the center, building a consistent message that stood out from competitors and enabled global expansion. With a new strapline, ‘Trust is Everything’, the brand used bold colors to break security stereotypes and express power and stability. By creating vertical specific content including blogs, infographics, and case studies, we could speak directly to the pain points of cybersecurity professionals, focusing on the technology’s power to alleviate the cybersecurity skills gap and ease the burden on internal SecOps teams.

The Company

CyberSN is the industry’s leading career and staffing firm solely focused on the cybersecurity talent industry. Catering to both professionals and hiring teams, CyberSN provides the expertise and tools to maximize job satisfaction, team performance, diversity, and retention.

 

The Challenge

The cybersecurity industry is suffering from a severe shortage of skilled professionals. CyberSN wanted to address the labor shortage in a way that could appeal to both active and passive jobs seekers effectively. With a mission to improve diversity and inclusion within the cybersecurity industry, CyberSN were looking to reposition their established staffing agency as an HR tech platform, launching a unique brand identity to support their newly-developed job matching platform.

 

Humanizing Technology

Searching for a job and hiring a professional is extremely personal. With the frustrations of cybersecurity professionals in mind, we developed a brand identity that spoke directly to CyberSN’s customers and their challenges. By centering all copy, visual assets, and marketing collateral around supporting diversity and inclusion, we established the brand’s empathy and sensitivity, ultimately encouraging professionals to do more than settle in a role; to own their career.

We developed a first-of-its-kind resource center that gave both job seekers and hiring teams access to aggregated career advice, hiring information, training courses, and more. Additionally, we created a unique career pathing tool that uses a taxonomy of 45 cyber role categories to map every user's career. CyberSN’s rebrand culminated in a keynote speech and a successful launch at Black Hat 2021.

The Company

Adarma is one of the largest independent cybersecurity service providers in the UK. Previously known as ECS Security, Adarma is run by veteran senior security leaders with clients across FTSE 350 organizations from all industry sectors.

The Challenge

After ECS underwent a management buyout in conjunction with Livingbridge, we were tasked with developing a new brand identity and company name in just 12 weeks. In order to successfully launch Adarma into the marketplace, we quickly and efficiently established the market, what set the company apart, and what its long-term business ambitions were.

 

Humanizing Technology

After swiftly establishing the correct market positioning, we designed a brand identity that could effectively support all business objectives and built an engaging and informative website for Adarma’s launch. The name ‘Adarma’ is derived from the Latin ‘call to arms’, reflecting their Scottish heritage and their company values of strength and protection, which we carried across into Adarma’s shield logo. By creating a brand identity that stood apart from other players in the market and from ECS, Adarma could successfully grow their offering and elevate their position within the industry.

The Company

Zscaler operates the world’s largest cloud security platform, protecting thousands of enterprises and government agencies from cyberattacks and data loss.

Zscaler Be More Avocado Billboard

Zscaler Be More Avocado Billboard

The Challenge

Technology evolves rapidly, so when new solutions hit the market, customers have to know not just what it is, but how it helps them, and fast. Zscaler was known primarily as a URL-filtering vendor, so upon releasing a brand-new security product that focused on protecting the core of a network, the organization needed to quickly position itself to ensure the target audience understood how its security worked.

 

Humanizing Technology

We identified that traditional security was built like a coconut, a hard perimeter but with nothing on the inside. Given the modern workplace consists of hybrid, on-site, and remote employees, security needs to be more like an avocado, i.e. a soft exterior, with a hard core protecting what’s important. The ‘Be More Avocado’ campaign drew parallels between the coconut/avocado security analogy and Zscaler’s product, helping the sales team easily explain their technology and philosophy to customers.