Reimagining security for modern buildings.
A grown up brand for a mid-stage start-up.
Services
- Brand Strategy
- Positioning
- Messaging
- Brand Voice
- Corporate Narrative
- Go-To-Market Strategy
- Visual Identity
- Website Design
- Collateral Design
- Brand Videos
With a groundbreaking product and enthusiastic customers, Verkada’s business growth had outpaced its brand development.
The resounding positivity around the core product meant our challenge was creating a brand flexible enough to encompass today’s products and the imminent portfolio expansion. In a security market dominated by fear-mongering, cold and faceless product marketing, the brand needed to show how its design principles prioritized the needs of customers–those responsible for protecting the people and assets of buildings–above all.
We helped Verkada elevate their positioning beyond the comfort zone of features and benefits by aligning the brand with a greater purpose that was both aspirational and realistic and then brought the positioning to life through a complete brand redesign.
What We Learned Along the Way
External research unlocks critical truths.
It’s certainly easier and more time efficient to rely on internal interviews for positioning insights but the real nuggets come from what customers and prospects have to say about your brand. By ensuring their voices are heard, your brand strategy will be in a better position to address existing pain points.
Messaging bridges strategy and external copy.
Translating positioning strategy into inspiring copy that’s poised for external audiences requires a conduit. Messaging and brand voice arm internal stakeholders with the tools they need to apply the strategy when communicating with their audiences.
Build on what’s working.
When business is booming, there are a lot of positive attributes the rebrand can leverage. Apply today’s strengths as foundational brand principles that will ensure authenticity and relevancy for today’s audience but be honest about weaknesses that may limit the business’s growth down the line.
Built Environments
The built environments illustration style is technical, detailed, and multi-layered. Touches of color and pattern are applied to structures to communicate the various facets of the Verkada technological platform and how they integrate into Built Environments.
Experience that Works
Build for tomorrow.
It’s easy to build a brand around what’s unique and powerful about your offering today. But great brand strategies are aspirational in nature and getting there means pushing the comfort zone; an experience the Verkada team wholeheartedly embraced.
Balance start-up pride with grown-up ambitions.
Verkada’s start-up energy was so kinetic, it had become a roadblock when selling to established enterprises. As a core differentiator, we preserved Verkada’s vitality while elevating the brand experience to ensure it would be respected by all levels of business.
Own your challenger status.
Verkada is literally reimagining a 20-year old industry precedent in video security. Everything about their approach to hardware and software design reinforces their challenger mentality and we were sure to weave that ethos into the new brand.
Wait!
It can be tempting to throw early (but compelling) creative concepts into immediate external applications like web and social, but just wait. It will only get better with some refinements. Ensuring there’s a consistent look is critical to a successful brand launch.
Recent Work
Bringing a people-centered brand into a digital-first, product-led future.
View case study