New Smart Security Brand & Website
In the spring of 2020, I had the chance to work with a small team on the branding and website creation for a new security company.
Phase 1
Qualitative discovery enhanced by quantitative user testing
Our team started with some qualitative research. Through surveys, interviews, and impromptu conversations, we were able to answer some important questions. How do the key stakeholders view their new brand? What are some key differentiators in the home security market?
Next, we used the qualitative data to brainstorm possible brand names as a jumping off point. We narrowed the list based on multiple factors and did some initial user testing. We also plotted the names on the quadrant of functional, invented, experiential, and eye-opener.
Then we created, tested, and refined a wide variety of ad creative to understand which were the most memorable and trustworthy.
Phase 2
Brand refinement and selection
The brands below were the final options shared with the key stakeholders.
Phase 3
Define and refine the Vio Smart Security brand
Phase 3
Design and develop viosecurity.com
The design and illustration system allowed us to seamlessly apply the brand to a high performing, dynamic, and responsive website. I was able to find some stock assets as a starting point for our illustration system. From there we customized and iterated on the styles until we had a fully-functioning illustration system in place.
We had a tight timeline, but I’m proud of the way our team executed the plan. We were efficient and measured in our approach. We gathered data along the way and used it to inform our decisions.