RSA SECURITY
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
RSA 'Be You' Campaign
Creative direction and design
RSA Conference 2020 - Metreon Billboard
Creative direction and design
RSA 'Be You' Demand Generation Campaign
Creative direction
RSA Website Before and After
Creative direction and design
RSA Brand Architecture - 2019
Creative direction and design
RSA Sales Kickoff 2020 - Unleashed
Logo design and overall creative direction of virtual and physical event creative
RSA Videos

RSA 'Be You' Video :30
Concept, creative direction and storyboard

RSA Everyone's Business Video 1:05
Concept, creative direction and storyboard

“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

OTHER WORK

TOP