Overview

Spearheaded the end-to-end rebrand of NetSPI, a global leader in proactive cybersecurity, to transform its market perception and express a more strategic, future-forward identity. This rebrand served as a pivotal moment for the business—elevating its positioning, unifying internal teams, and reinforcing customer trust.

My Role

As Creative Director, I led the strategic and creative vision, partnering with an external agency, senior stakeholders, and cross-functional teams to ensure a seamless brand transformation. I directed all phases—from brand discovery and visual identity development to messaging architecture and go-to-market execution.

Challenge & Opportunity

NetSPI’s previous brand lacked the clarity and cohesion needed to reflect its leadership in a rapidly evolving industry. The opportunity was not just cosmetic—it was foundational. My task was to craft a brand system that would communicate technical depth with approachability, signal growth, and align the internal culture with external perception.

Strategic Approach

I championed a collaborative, insight-driven process that included stakeholder interviews, competitive positioning workshops, and iterative creative sprints. We introduced a bold visual identity, a confident new tone of voice, and a narrative that elevated NetSPI from a tactical vendor to a trusted, strategic partner. I also navigated complex internal dynamics to drive consensus and momentum across the organization.

Creative Highlights

• Brand Transformation Before & After: A side-by-side comparison showcasing the evolution from NetSPI’s legacy identity to a bold, modern visual system—reflecting the company’s growth, clarity of purpose, and moving their positioning from a leader in offensive cybersecurity to proactive cybersecurity.

• Website Evolution & Optimization: A visual journey through multiple iterations of the NetSPI website, highlighting how the brand voice, UI, and storytelling matured over time—culminating in a cohesive, conversion-oriented experience that better communicates NetSPI’s platform and services.

• Brand Mood Board: A curated board showcasing the new logo, typography, color system, iconography, and supporting graphics—offering a quick, cohesive glimpse into how all brand elements work together across digital and physical platforms.

• Custom Brand Photoshoot: Styled and directed a full-scale brand photoshoot to capture a library of authentic, on-brand imagery using real NetSPI employees as talent. These images now serve as a foundational asset for marketing, sales, web, and recruitment materials—humanizing the brand and reinforcing internal culture.

• Branded Stationery System: A fully updated suite of branded materials—including business cards, letterhead, envelope design, and custom swag items—ensuring every touchpoint reflects the new identity with consistency and sophistication.

• Tradeshow Experience Design: Implementation of the new brand system into large-format, high-impact booth designs. This includes branded backdrops, collateral, giveaway items, and a looping motion graphic video (featured below) used across events to draw attention and reinforce brand messaging.

Results & Recognition

The new brand launched to enthusiastic internal and external reception—boosting employee engagement, increasing lead generation through improved digital presence, and earning executive praise for its clarity and impact. It laid the foundation for a stronger go-to-market engine and has been instrumental in shaping NetSPI’s next phase of growth.