Role: Creative direction, Lead designer

SafeNet, a data security company was bringing a new cloud data encryption product to market. ‘Crypto Hypervisor’ delivers on-demand, key vaulting and encryption services. My role was to come up with the creative campaign to launch the product.

Approach

Initially i attended a briefing meeting to understand the market positioning, competitor information and USP. I was then able to brainstorm ideas and create mood boards around this. I set up meetings with the key stakeholders and presented concepts.

After a winner was selected, we went through several iterations of the chosen concept before creating the final campaign imagery. Typography and colour palette was a key part of creating a professional visual that could be applied to multiple assets ranging from social advertising, banner adverts and email campaigns

Challenge

The biggest challenge was creating something outside of the typical corporate brand, but still retaining the SafeNet brand essence. Careful selection of colour palette and font treatment was an important part of retaining the brand essence.

Results

I illustrated an abstract cipher (a device that decrypts code) and integrated that around the typography so that the text and the graphics worked together to look like a key.

The cipher and typography design also meant that the design would work without the larger cloud shape.

 

I created a brand guide and multiple assets for the campaign so that other designers could create localised assets as and when needed locally, so that a universal standard was created for consistency. I also created a ‘campaign in a box’, making local teams self sufficient, in that they had everything they needed to localise or create new assets.

campaign brand guide cover mock up

CHv Campaign design Style Guide_2

CHv Campaign design Style Guide_5

CHv Campaign design Style Guide_6

Microsite design for email landing pages

The deliverables included campaign imagery, brand guide, digital assets including a mobile friendly microsite, a suite of online banner ads for social and PPC, email templates and roll up banner designs – a campaign in a box.
The campaign was submitted to the American Inhouse awards and won gold in the campaign category. The campaign was also featured in the Creative Review news.