Pushing beyond category tropes for more authentic connections.
Zscaler secures over half the internet’s traffic from bad actors and cyber attacks. But when they approached our team, they were rooted in the same cliched tropes as all their competitors - fear, uncertainty, and doubt.
We knew that IT professionals responded to their roles as catalysts of transformational growth. And that by leaning into the positive aspects of what they do, we could separate ourselves from the pack.
So we instigated a brand pivot, lightening up the dark vibe, adding whimsy into the brand persona and higlighting our products not only as a means of stopping threats, but also of unlocking potential.
We focussed on the real people and outcomes of IT, rooting the notoriously complex product in the things it made happen.
And all the while we doubled down on claiming our place as the leader in zero trust security, the “one true zero”.
As we steered Zscaler in a new fresh direction, we also evolved the “Your World, Secured” brand platform line, expanding it’s reach and scope.
The efforts helped propel three straight quarters of corporate growth and significant increases in brand recognition.
