Brand strategy & visual system development

Protect AI, a client creating a new category in AI & ML Security Operations, approached our team with a goal of clarifying their message and building an exciting brand they could rally their team, investors, and the community behind. As Senior Design Lead, I led our team through close collaborations with co-founders Daryan and Ian to understand their story and goals before competitively executing on their brand vision.

Protect AI needed a website, and they needed it fast. Before they could get there they needed:

• A clear brand strategy with clear messaging the internal team could rally around

• A distinguishing personality they could use to disrupt the market

• A set of guidelines that would enable the marketing team to cohesively go-to-market quickly

The process included:

• Brand Discovery: Conducting stakeholder interviews and workshops to align on the organization’s goals and competitive review

• Brand Substance Development: Identifying and curating the brand’s purpose, vision, mission — to stop and prevent hacks before they happen, values, differentiator, audience development, messaging framework, and brand archetype

• Logo and Visual Identity Development: Development of brand logo, typography, color, photography style and usage, and other graphic elements

• Brand Guide Development: Developing an editorial-style brand guide to enable marketing teams to quickly develop new brand products

• Design Consultation: Miscellaneous time spent with the Protect AI team for design consultation and review