Armed for Success

Critical Insight has long been associated with helping the critical infrastructure sectors, providing cybersecurity-as-a-service. A much beloved logo of a kraken occupied all of their branding, however it stuck out like a sore... tentacle. What did a kraken have to do with providing cybersecurity? Critical Insight engaged Virginia Case to help lead a competitive rebrand and to find a way to stand out from the noise of other cybersecurity providers. Virginia tackled the website first, and then moved on to sales collateral and social media. The full rebrand incorporated AI imagery and drafting a new storyline that resonated with the whole company who had been focused on explaining their services but had struggled to communicate differentiators and a cohesive story about "Why Critical Insight". They also lacked a sticky campaign that would feature the customer as the hero. The new campaign that was established leveraged a "quasi-Mandela-memory-trigger". In the movie, "Clash of the Titans" Liam Neeson's character, Zeus, proclaims "Release the Kraken!" Using this sticky, memorable phrase, we created a headline and subheadline for the campaign stating: "Arm Yourself Against Threats, Unleash the power of Cybersecurity-as-a-Service" which was always accompanied by an AI-generated image of a kraken. Swapping the word "release" for "unleash" allowed the phrase to stick in people's minds. It helped show the power and support that a customer would get from engaging Critical Insight to be their ever vigilant kraken, protecting their organization from "pirates" aka ransomware terrorists. The campaign was a success for several reasons: 1. it helped prospects remember Critical Insight as they were comparing similar services, 2. it helped the employees feel connected with the brand and reinvigorated their excitement for the kraken, 3. it provided a theme (visual, written, and verbal) the company could use to tell multiple sea-related jokes, stories, and puns, 4. it made sales presentations less boring and kept prospects and partners more engaged using AI-generated images and dramatic photography instead of just tables and words. Critical Insight is now Armed for Success with a cohesive storyline, campaign message, and memorable imagery.