A new OT cybersecurity brand.

Freelancing for Area of Expertise, I worked on a branding effort for an OT Cybersecurity division of ABS Group. This included name and design explorations based on research from the strategy and account team. We worked with the clients create a new brand platform that included a logo, design guidelines, collateral, advertising, and video content. My copywriter partner was Kim Genkinger.

Success, uninterrupted.

OT cybersecurity stands for operational technology, the technology that powers critical infrastructure for industries such as shipping, power, and construction- industries that can’t afford unpredictable disruptions. We created the simple “_______________, uninterrupted” construct and visual structure to quickly tell different stories and position SWOT24 as the missing piece of an OT cybersecurity strategy. The main takeaway: Success, uninterrupted.

Bringing the new name to life.

We collaborated with the clients on multiple rounds of name explorations and concepts. Consideration of competitive, a category brand audit, and other research led to the final name- SWOT24. Working with existing ABS Group guidelines, I created a unique logo that families with their existing group logo. Multiple use case examples and a new brand guidelines were created to hand off to their internal creative team and external agencies.

Business, uninterrupted.

Beyond the naming and new logo, we created a brand platform with a distinct copy and visual structure. Working within the limits of stock, I created a visual device that represented “Business, uninterrupted”. This juxtaposition of different business scenarios represents the different industries important to the potential client base that needs OT cybersecurity. Online banners, print ads, and other examples were created to help guide the launch creative. A brand video was created to help bring the storytelling all together.

"Thanks to their experience, the AOE team nailed the brand story and identity for our new service"

Tricia Bell, Director, Marketing & Communications, ABS Group