Credibility by Design
(Since 2023)
Anthropic
2023–2025
Anthropic brought us in during the Claude launch to amplify their "one person design team." In addition to designing the early GTM materials, we developed a marketing asset production system that preserved quality and consistency, while keeping pace with the rapid product development.
Over two years, we produced thousands of deliverables, including the Claude iOS app launch campaign, B2B demand gen and retargeting ads, co-marketing with AWS and Google Cloud, an illustration library of 200+ images, and templates to support the growing internal design team as they staffed up.
Visual identity
Illustration design
Copyediting
Product launch campaign
Display ads
Co-marketing
Presentation decks
Sales collateral
Social media
Expel
2025–Ongoing
Expel is a leading managed detection and response (MDR) company. Since early 2025, we've been working with their leadership team (co-founders, CMO, CRO, CISO) to transform and elevate the company's identity. It started with creating a "Security Realist" positioning framework to redefine Expel's market stance.
Then we built a full communication architecture, including voice and tone, messaging pillars, taglines, value drivers and differentiators, AI content creation specs, and mascot character design. We managed the internal brand launch at Expel's Sales Kick Off event and the external reveal at the 2026 RSAC Conference.
Brand strategy and positioning
Messaging framework
AI-ready voice specifications
Visual identity refresh
Brand guidelines
Website design
Conference booth and activation
Campaigns and events
Tracebit
2026
Tracebit detects breaches with decoy cloud resources, a technical product entering a crowded security market. We took them from positioning workshops to a complete brand system in four months, with the messaging architecture 95% complete before any visual design started.
The system covers messaging architecture, a full design system, brand guidelines, a conference booth, digital ads, web components, and a Figma template library. The visual identity launched at InfoSec London, and Tracebit's team has run the system independently since.
Positioning and messaging architecture
Brand strategy
Visual identity
Brand guidelines
Conference booths
Digital ads
Web components
Presentation and social templates
Event production
Blumira
2024-2025
Blumira builds a security operations platform for teams without a dedicated SOC: IT administrators and MSPs who handle security alongside everything else. Our work started in 2024 with competitive analysis and buyer personas, then grew into a full repositioning in 2025. A workshop with Blumira's leadership team set the direction: position Blumira around approachable expertise for under-resourced security teams, and close the gap between how the company actually works and how it presented itself.
From there we built the positioning and messaging architecture, buyer personas, and voice and tone guidelines. The visual identity followed, covering logo development, an icon library, and a brand kit the Blumira team now uses on its own. When Blumira launched its managed MDR service in July 2026, their team built the launch one-pager in-house from the kit, and at RSAC 2026 dozens of attendees stopped at the booth just to say they liked the look and feel.
Competitive analysis
Repositioning analysis
Brand positioning
Messaging architecture
Buyer personas
Voice and tone guidelines
Brand identity
Visual identity
Brand kit and templates
RSAC conference booth design concepts
Minka
2025
Minka builds the financial infrastructure that lets banks move money as quickly and reliably as the internet moves data. We joined to refine the brand for a market they were already changing and to give them language and identity that matched the depth of what they were building. The positioning had to work for buyers spanning developers, bank operators, and regulators, and carry the meaning of the name, "work for common good" in the Andean tradition of community-built infrastructure, without softening technical credibility.
Over several months, the work covered audience research, brand positioning, voice and tone, naming research, and a refreshed visual identity. The work tied the founders' philosophical roots to a clear commercial story: one framework the team uses with technical buyers and bank executives alike.
Brand strategy and positioning
Visual identity
Verbal identity
Naming research
Motion design
Content design
Keystrike
2025–2026
Keystrike came to us in August 2025: twenty people, Icelandic founders, a patent-pending keystroke-level verification system, and a positioning problem. Authentication tells you who logged in; Keystrike tells you the person is actually at the keyboard, acting deliberately. No one had framed the category that way before.
Workshops produced a messaging framework, a founder narrative built on Ýmir Vigfússon's arc from hacker to defender, and collateral for critical infrastructure use cases. We developed a new visual identity, and continue to support the brand, website, and customer reporting.
Messaging architecture
Founder narrative
Use case collateral
Visual identity
Website design
Brand guidelines
Ongoing production
Zero Networks
2024-2026
Our work with Zero Networks opened with a strategy presentation to the board, including the co-founders and their Venrock investors. From there we built the messaging framework and the updated visual system the brand runs on today.
Two Black Hat campaigns followed; "Currently, Micro Segmenting" turned segmentation into a series of illustrated leisure scenes with copy to match: "Stop lateral movement, start your weekend." The 2026 campaign, "Attacks contained, weekends retained," carries the idea forward. Production spanned a 30×30 booth, conference-center digital walls, hanging banners, digital ads and merch, and sponsorship assets.
Messaging framework and positioning
Updated visual identity system
Black Hat campaigns (2025, 2026)
OOH campaigns
Conference production: 30×30 booth, digital walls, hanging banners
Ongoing production
Material Security
2025-Ongoing
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