The brief: By 2025, market forces drove a second brand refresh. In a post-Covid world, the total addressable market for cybersecurity had massively expanded. Following the success of the “Fierce” campaign, visual cues were adopted for this new visual system.
The role: I led the creative strategy, visual expression, and more aggressive, succinct messaging. I gave the logo a slight adjustment to better perform in digital environments, and art directed the new signature look and feel. I also wrote the brand guidelines.
The result: A tighter visual identity and a more monolithic system made Barracuda more immediately recognizable, and set the direction for the campaign that drove $100M in pipeline.
