FORTINET
NETWORK SECURITY
2014 - 2017
NETWORK SECURITY
2014 - 2017
Achieving critical mass for branding and marketing
Fortinet was the #2 network security hardware vendor in the market behind Palo Alto Networks when I joined in 2014. But you wouldn’t know it by looking at their branding. The company is led by engineers that had historically minimized the importance of branding and marketing. The result was an unmanaged brand that was product-focused and not visually appealing.
Without leadership support, change does not happen quickly. Knowing this I implemented a series of coordinated, thoughtful steps over time, gaining enough momentum and collaborative buy-in to ultimately refresh the corporate brand across all of marketing. This was my most important accomplishment during my time at Fortinet and I am glad to have left the company with a drastically improved brand position than when I joined.
Scaled team from 1 to 7, creating the company's first global creative team
Defined brand marketing as a value driver to achieve 87% revenue growth in three years
Drove the development and rollout of two internally-built brand refreshes
Fortinet.com: Before and after rebranding
Agency developed advertising concept. The internal team activated it across all of marketing, including website.
Agency developed advertising concept. The internal team activated it across all of marketing, including website.
Fortinet Brand Awareness Campaign - 2016
Creative direction oversight of agency concept
Creative direction oversight of agency concept
Fortinet Brand Awareness Campaign Activation Toolkit
Design, development and activation
Design, development and activation
Fortinet Brand Refresh - 2016
Creative direction of internally developed concepts
Creative direction of internally developed concepts
Fortinet Brand Awareness Campaign - 2017
Concept and design
Concept and design
Fortinet Videos
“It was a great pleasure to have Michael as my manager. He is an inspiring leader, skilled artist and designer, and creative problem-solver. I learned quite a bit about brand and design, and its relationship to copy, from Michael. What stands out from a design perspective is his ability to take complex ideas and visually represent them in a way that makes them understandable to any audience. He always has a positive attitude and manages relationships with cross-functional teams effectively. In sum, Michael is exceptional and I hope to have the opportunity to work with him again someday.”
Jill Cook
Content copywriter and former team member at Fortinet
Content copywriter and former team member at Fortinet
