Halborn
Work with an elite team of hackers to secure your stack.
RoleStrategy, Copywriting
ScopeRebrand
In the ever-evolving landscape of cybersecurity, staying ahead of the curve is paramount. For a company like Halborn, one of the world's most elite, trusted, and in-demand cybersecurity firms, the need to remain dynamic, pragmatic, and intelligent in their approach to security is not just a choice but an imperative.
GrandArmy worked with Halborn on their rebrand, and I was contracted alongside their creative team to helm the audit as well as devise a strategic positioning and messaging framework to propel Halborn into a new era.
The world’s leading protectors of emerging technologies.
AuditIn conducting the audit, our primary goal was to attain an in-depth understanding of the Halborn brand, its product portfolio, and the competitive landscape. This comprehensive deep dive encompassed a thorough examination of the company's history, the broader industry context, and critical insights gained from the brand analysis.
What quickly became apparent was the distinctiveness of Halborn within the cybersecurity sector. Their elite team, impressive growth trajectory, and forward-thinking methodology truly set them apart from their rivals (frankly, they don’t have any). It was evident that there existed an exciting opportunity to craft compelling brand messaging that unequivocally positioned Halborn as the leader in the field, while also designing an adaptable brand identity capable of expanding to and housing a diverse range of products and services.
PositioningWith an emphasis on their core values and a commitment to setting new industry standards, I crafted a set of foundational principles that would radiate the dynamism needed to inspire both Halborn's internal team and its external audience.
Guided by the company's mission and values at that time, I developed robust frameworks for each of these principles (and then some), creating a foundation for the Halborn team that feels both familiar and aspiring. This framework serves as their compass: guiding their communication, networking, collaborative efforts, and creative endeavors.
In a departure from the typical approach of many cybersecurity firms, I infused the brand with a unique (and very human) personality. This tonal principle is equal parts Deliberately Dynamic, Authentically Pragmatic, Unapologetically Ambitious, and Confidently Intelligent, establishing Halborn as the compelling agents of change they are.
Halborn is known for being creative in a non-creative industry.
MessagingIn shaping the brand messaging for Halborn, my objective was to tailor the way Halborn communicates with its clients, team members, and a global audience. I showcased the real-time application of this messaging by grounding the company's website language, effectively translating the brand's mission, services, and products into compelling copy that resonated with the intended clientele.
To achieve this, I approached the task through several key methodologies:
Giving Context: Striking a balance between too much copy vs. not enough.
Connecting the User Journey: Integrating calls to action into the user's journey to enhance engagement and interactivity.
Using the Right Language: Employing language that solidified Halborn as badass experts.
Upselling Their Capabilities: Emphasizing their unique approach to security.
Team Love: Shining a spotlight on the exceptional qualities of the Halborn team.
Articulating the Ideal Client: Focusing on identifying and appealing to the common traits shared by Halborn's past clients.
In essence, my mission was to elevate Halborn's voice, making them sound as smart as they are— just in a way that everyone can understand.
Deliverables
Brand Audit
Brand Positioning
Brand Messaging
Contracted By
In the Wild