B to B

Securing brand differentiation with daring Integrity.

The Challenge

As cyber security was emerging as a critical component of all modern businesses, so too, was the uncertainty surrounding legitimacy of security vendors. Red Canary, a leading security operations company, was primed to stand out as a source of truth amidst the mounting mistrust, but lacked a strong strategy to rally internal audiences.

The Outcome

In order to break through the overwhelming complexity of the category, we set out to simplify its message. Immersing in the product, brand and competitors, we were able to detect the differentiation opportunities, investigate the potential, and act responsively to secure Red Canary’s position as a trusted partner. Through a refreshed internal brand positioning, renewed frame of reference, and external messaging playbook, Red Canary became an unwavering ally in the fight against attackers and within six months secured $34M in Series B financing.

As cyber security was emerging as a critical component of all modern businesses, so too, was the uncertainty surrounding legitimacy of security vendors. Red Canary, a leading security operations company, was primed to stand out as a source of truth amidst the ambiguity of mounting threats and mistrust, but lacked a strong strategy to rally internal audiences around a consistent brand message. In order for Red Canary to break through the overwhelming complexity of the category, we set out to simplify their message. Immersing in their product, brand and competitors, we were able to detect the differentiation opportunities, investigate their potential, and act responsively to secure Red Canary’s position as a trusted partner. Through a refreshed internal brand positioning and messaging, renewed frame of reference, and external copy to bring the strategy to life on their new website, Red Canary secured itself as an unwavering ally in the fight against attackers—and industry deception.

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