RSA SECURITY
CYBERSECURITY AND RISK MANAGEMENT
2014 - 2017
CYBERSECURITY AND RISK MANAGEMENT
2014 - 2017
Modernizing a legacy cybersecurity brand
RSA is the world’s first pure-play cybersecurity company. Their branding challenge was unique. Gartner encouraged RSA to enter a new market category defined as Digital Risk Management. This required a messaging pivot from product to company, and the brand message and visuals needed to be fresh, modern and differentiated.
My assignment was to work closely with leadership to evolve branding quickly, starting first with RSA's presence at RSA Conference. The examples below illustrate the coordinated, cross-functional effort that brought this new brand and positioning to life not only at the conference, but through all aspects of marketing; including advertising, web, video, social, collateral, demand generation, UX design and sales enablement.
Introduced video and animation in social channels, increasing engagement by 35%
Improved creative direction in demand generation campaign increasing CTR by 200%
Drove a corporate rebrand that was followed by a $2B acquisition
“Michael's creative vision, design expertise and leadership are top notch. I've watched Michael lead a team and global company through a complex brand redesign, successfully. His unwavering attention to detail, his eye for design, and his passion for a brand make him a phenomenal asset to any company.”
Kelly Fiedler
CMO of RSA Security and former manager
CMO of RSA Security and former manager