Graphic Design & Brand Identity Case Studies
CLIENT: SSH Communications Security
INDUSTRY: Information Security
OBJECTIVE:
To differentiate a company in a crowded market segment with limited advertising venues. The computer security industry has few main trade magazines worldwide, but hundreds of companies vying for advertising space. SSH’s advertising needed to stand apart from its competitors, most of whom use a very similar "threat-based" approach to selling security products.
STRATEGY:
After a comprehensive market survey which cataloged and categorized their competitors' approaches and effectiveness, Coda Creative developed an advertising program that took a completely different tack; one with a very human touch that incorporates the use of a mascot — unheard of in the security space. Coda Creative drew inspiration from the brand attributes that SSH considers central to their identity: "Great Minds, Warm Hearts."
RESULTS:
The new advertisements and marketing collateral were fresh and stood out from the sameness of other threat-based advertising. With a high consumer recall, SSH gained brand recognition through its new memorable, high-impact approach. The ads were an overwhelming success.