Total Defense
Security for Humans
Repositioning an internet security challenger
Connecting with Consumers Through Brand Transformation
Total Defense, an internet security company, needed to stand out in a highly competitive market dominated by larger competitors. We partnered to reimagine their products and reposition the brand with a new approach: “Security for Humans,” appealing to a diverse audience with easy-to-use, easy-to-buy products.
Our Approach
Transforming Design, Messaging, and User Experience
Leveraging our expertise in beautifully designed digital platforms and unifying business processes, we delivered a comprehensive solution that accelerated Total Defense’s growth with fewer resources.
Services Provided:
01 Branding
Creating a friendly and approachable brand identity
We developed the new tagline “Security for Humans,” which informed all our efforts. Our goal was to create a brand that was friendly, approachable, and aligned with people’s desire for worry-free protection from cybercriminals. This contrasted with industry norms that focused on complex jargon and technical features. We positioned Total Defense as a company offering easy-to-use protection without intimidation.
02 Product Strategy
03 Retail Experience
04 Customer Journey
05 Website
06 Ecommerce
Results
Disrupting the Market and Connecting with Consumers
Our comprehensive approach transformed Total Defense’s brand, differentiating it in a competitive market and connecting with everyday consumers. By simplifying product offerings, enhancing user experience, and leveraging design and messaging that resonated with users, Total Defense grew faster with fewer resources and is now better positioned to thrive in the future economy.
