EXTRAHOP
NETWORK DETECTION & RESPONSE
2023 - 2025
NETWORK DETECTION & RESPONSE
2023 - 2025
Building a brand for the next stage of growth
A fast-growing cybersecurity company needed a brand that could keep pace with its ambition. I helped evolve ExtraHop’s visual identity into a broader brand platform, creating a more distinctive and flexible system across executive storytelling, campaigns, events, and digital experiences. The work ultimately helped shape a new narrative around Modern NDR and an integrated brand awareness campaign launched at RSAC.
Created with CXO Communications, the new identity paired a distinctive gradient wordmark with high-contrast imagery across digital, content, and event experiences.
Launching the brand on the leadership stage
One of the first opportunities to bring the new brand to life at scale was ExtraHop’s global Sales Kickoff. I developed the visual experience across executive presentations, speaker walk-ons, animated stage environments, and video.
The result was a cohesive leadership experience that demonstrated how the new brand could extend beyond traditional marketing into executive storytelling and live experiences.
Best experienced full-screen with audio.The experience continued through executive presentations tailored to the voice and priorities of each leader. The CEO’s story built belief through an emotional, culture-driven narrative, while the Chief Product Officer’s presentation transformed market data, product strategy, and technical complexity into a clear vision for growth.
Extending the brand into motion
I extended the new visual system into motion, developing a cinematic brand language that could carry across video, events, campaigns, and digital experiences. The work brought greater energy and dimension to the brand while creating a consistent visual experience across channels.
Bringing the strategy to life
The new identity became a flexible system that could scale across digital, events, executive communications, and customer experiences. Even physical environments became expressions of the brand, translating its distinctive visual language into experiences designed to be immediately recognizable as ExtraHop.
Defining Modern NDR and taking it to market
As the market evolved, ExtraHop needed to move beyond product differentiation and establish a stronger point of view on the category. I helped develop Modern NDR as the organizing narrative, connecting our product differentiation to a broader story about how network detection and response needed to evolve.
I identified RSAC 2024 as the opportunity to introduce that narrative to the market and proposed a brand awareness campaign around the event. Building on the CMO’s line, “Reinventing Network Detection and Response,” I translated the idea into the campaign strategy and creative execution, launching Modern NDR across advertising and the RSAC experience.
Three distinct creative territories translated Modern NDR into a challenger campaign, from reframing expectations to shifting the advantage toward defenders and confronting accepted limitations.
The Naysayers concept extended into social, turning familiar industry claims into a scalable challenger platform for ExtraHop.
Extending the campaign into the RSAC experience
The Modern NDR campaign came to life across digital, web, OOH and the RSAC environment—extending from advertising around the event and campaign landing pages to an immersive transparent LED installation inside the ExtraHop booth.
