Demanding attention and turning cyber security upside down.

CovertSwarm didn’t want to just pay lip-service to being a disruptor, they wanted an identity that showed everything the cyber security sector was getting wrong…and why they’re the answer to how organisations should defend themselves against malicious attacks

CovertSwarm are an established provider of cyber security solutions to a broad range of clients (most of whom they can’t disclose, for obvious reasons) – but their attitude and approach towards their work is what truly sets them apart.

Key stakeholders approached Hallam, looking for assistance in properly defining and communicating their unique approach to cyber security.

As Head of Creative at the agency, and working alongside brand strategists, other designers and copywriters, we quickly ascertained that CovertSwarm weren’t just different to their competitors…they were wildly different.

Whereas other cyber security providers put the emphasis on defending against malicious attacks, CovertSwarm turn the problem on its head.

Arguing that point-in-time penetration-testing (testing known defences every few months, primarily for compliance purposes) is an out-dated approach, CovertSwarm offered a completely new way for clients to protect themselves: pay to get attacked.

Clients engage the brand to deploy their “Swarm” (a team of ethical hackers and cyber security experts) to try and breach their defences, before a genuinely bad actor can do the same. This “attack on subscription” model means that organisations (including international banks and government institutions) get a constant and realistic view of how their security is holding up against real-world threats.

CovertSwarm needed a unique identity to properly communicate this unique approach.

Working closely with CovertSwarm stakeholders, my team and I determined that some elements of the existing brand held some equity in the market, chief among which was their colour palette (orange and black) which stood out in a sea of defensive-minded, “safety-first” blues and greens.

This, coupled with the fact that CovertSwarm actively wanted to make some noise, gave us a solid platform on which to develop a standout brand proposition for the business. One rooted in being on the front-foot, being bold and being fearless.

We tightened up the brand’s colour palette, intensifying the orange swatch and solidifying a previously-varied range of blacks and greys into a set palette.

We investigated strengthening the existing marque, but also presented options for an upgrade that would better represent their multi-pronged approach to breaching a client’s defences.

This was combined with a no-nonsense tone-of-voice, developed so that they could tone things down when talking to more straight-laced audiences (CFOs, I’m looking at you 👀). The centre-piece messaging framework was paired with a strong typeface that we knew would make some noise across any application, and turn heads at industry events.

During the journey, we explored a variety of options for all of the building blocks that make for a solid visual identity – including a move away from the brand orange, when the client asked us to investigate alternative options that would still have standout across their category.

This was a route that—as a team—we ultimately rejected, but it warranted further exploration as we sought to ensure that we’d scrutinised every aspect of the brief.

Our research phase took us far and wide across business and culture, looking for elements that had an edge, and visuals that could strengthen the underlying concept. We took inspiration from the illuminati to Squid Games, and all sorts in between.

Ultimately the direction for the brand identity was already in place, so our primary job was to execute a cohesive, deployable brand identity that would properly position CovertSwarm as the true disruptor of their sector.

The finished identity

The client was delighted with their newly-minted brand identity, and the rollout was swift across the business because there was so much internal buy-in. Stakeholders at every level fully embraced an identity that perfectly captured their culture, and their approach to their work.

The new identity raises eyebrows across the industry, generates interest from prospective clients and—most importantly—turns into solid leads from organisations looking for a better way to protect themselves and beef up their cyber security.