Security is a tricky business. All too often, its messaging relies on leveraging fear. Seeking a higher road, NSS Labs — a leader in information security and advisory services — decided to reach clients by instilling trust. To create that message, they reached out to Canyon because of our proven ability to connect on an artful and emotional level.
One crucial goal was to address a long-term issue with the business world’s mentality. All too often, security is a service that clients fail to prioritize until they already have a problem. Virtually every successful business establishes a five-year business plan. All too few develop a five-year IT security plan. NSS Labs wanted to transform this status quo. They knew their organization possessed the knowledge and skills to help enterprises optimize their defenses. The task was to communicate that capability to a broader audience. Canyon took on the challenge.
The next challenge was to communicate NSS Labs’ unique approach to cybersecurity in instantly comprehensible ways. Trade ads and an animated promo made use of scintillating graphics to illuminate the tactics that NSS Labs employs. The visuals suggested the ways that NSS Labs helps build layered defenses that are uniquely suited to their clients’ needs. The calm, reassuring authority of NSS Labs’ deep knowledge was evoked by a color palette of cool blues, strong purples and quiet grays.
The Science of Security
The key to the new direction was discovered in the unique quality that differentiates NSS Labs from their chief competitors. While other analyst firms rely on aggregating opinions from surveys, only NSS Labs backs up their in-depth analysis with rigorous scientific testing. The company’s unbiased testing laboratory makes them the IT industry’s go-to source for impartial cybersecurity research and reports.
In our quest to identify a symbol for NSS Labs’ unbiased expertise, one image soon emerged as a frontrunner. One of the signature services of NSS Labs, the SVM (Security Value MapTM), uses an X/Y axis chart to graphically compare the value and effectiveness of cybersecurity products. A distillation of the icon was crafted for trade signage and business cards. Each usage was emblazoned with a bold new statement of purpose: We make security a science.
To Face the Future…
A revitalized brochure expressed the company’s strengths in inventive visual metaphors, offering a fresh look that intrigued new clients. In a world of rapidly evolving technology, all of us must adapt to change. With the powerful messaging developed through our creative collaboration, NSS Labs redefined their mission for a brave new future.
Making the Connections
As NSS Labs continued its outreach to new clients, Canyon developed a range of executions that reflected the new stylistic approach. From stationery and marketing collateral to website graphics, from PowerPoint presentations to trade show installations, every single element helped reinforce a coherent brand identity.
Canyon’s work helped to assert NSS Labs’ rightful position as a true leader in their industry, using the trust they’ve earned to boldly and confidently spearhead a revolutionary leap forward in digital security.