The brief: In 2018, the Barracuda name was well known, but most IT security professionals didn’t know what Barracuda actually did or why they should consider it. The company had built its success on relationships and customer support, and raised visibility through years of well-funded airport advertising. But the visual identity and voice were fractured. Barracuda didn’t know who it was. In a noisy landscape, it needed an identity and a story to tell.
Instead of showing nefarious looking hackers in hoodies, why not show the positive end result of being secured?
The role: I led weeks of customer, partner, and internal interviews, tested the findings, and brought the executive team into alignment around a single brand story.
The result: The story became “Your journey, secured”: Barracuda as a partner throughout a customer’s security journey. It formed the basis of a complete brand refresh, with a new visual identity system that I developed and stewarded through Covid and years of market change.
The result: The story became “Your journey, secured”: Barracuda as a partner throughout a customer’s security journey. It formed the basis of a complete brand refresh, with a new visual identity system that I developed and stewarded through Covid and years of market change.
The brand story: Your journey, secured.™
Where we started: Barracuda's ads, banners, and product graphics looked like they came from different companies. Meanwhile, every booth at every security show was making the same promises and copying eachother visually. Below is a snapshot of what we cleaned up, and the cybersecurity landscape we needed to stand apart from.
