rThreat
B2B SaaS ♢ Cybersecurity ♢Washington, US
Breach & attack emulation for better cyber defenses.
Verbal Identity
Brand Storytelling
Website Copy
Information Architecture
rThreat had just begun fundraising when the Co-founder and CMO hired me to develop a cohesive brand story and verbal identity. Brand ethos had been driven by the other co-founders, who were highly technical and removed from the customer’s perspective. Existing messaging was hard to understand, even for industry-insiders, and risked intimidating those who were unfamiliar with this cybersecurity niche. As an industry-outsider myself, I would immerse myself in this space by auditing internal and external materials and conducting a competitor analysis to familiarize myself with dominant industry language. From there, I would collaborate with the C-Suite to develop a verbal identity that would meet customers where they are without compromising industry expertise.
OBJECTIVES
Humanize rThreat with clear and approachable brand messaging, tone, voice and overall ethos.
Determine key metrics for conversion (i.e. request demo, begin free trial, book consultation) and optimize website copywriting and information architecture accordingly.
Present brand story to core team and board of advisors in order to align around shared values en route to establishing company culture.
The website experience begins with a simple slideshow that highlights the newly defined UVP of the core product.
The rest of the home page conveys the who, the what, and the how of the brand while maintaining simplicity...
…and hovering over each of the stakes details the “why” behind the breach and attack simulation technology niche.
