Tapping the power of brand positioning and PR to lead a revolution for cloud-based IT GRC

In today’s cyber-vulnerable economy, knowing isn’t enough--threats must be eliminated. And that’s where ThreatTrack lives: on the front line of security innovation. Despite being spun off from the well-established portfolio of GFI Software, this powerful platform – featuring the flagship VIPRE brand of internet security products – was entering a crowded and confusing marketplace. Not only were they competing with legacy solutions that often drown out newcomers, they also needed to more clearly define their new product offerings for the consumer, small business and enterprise markets. No small feat, but DaynerHall was up to the task.

Leveraging significant experience in the security marketplace, DH developed a stunning new brand “ecosystem” with a clear product architecture. A new website was developed, bringing greater harmony between the various market segments and creating a clear, intuitive path for visitors to self-qualify their interest.

The new brand was applied to ThreatTrack’s entire library of collateral and communications materials, bringing cohesion to their email templates, sales tools, datasheets and more. As part of the roll-out strategy of the brand, the launch coincided with their appearance at the 2014 RSA Security Show, where a dynamically themed booth invited visitors into their story. The “CyberPreppers” concept (based off the popular “Doomsday Preppers” series) created a visually compelling world of urgency – a post-apocalyptic “nightmarescape” of robotic cyber-insects infecting computers and wreaking havoc. The artwork and development, created by DaynerHall, left an indelible impact on attendees and generated significant buzz around the new brand.

Services Include

  • advertising (print/online)
  • banners (static/animated)
  • campaign management
  • copywriting and editing
  • collateral design
  • experiential marketing
  • logo/identity design
  • package design
  • tradeshow and event design
  • website design