LifeLock

LifeLock came to us as a fast-growing identity-theft-protection company that had hit $1.5M in revenue in just two years — but had been so focused on day-to-day operations they hadn't built the brand. We were brought in to fix that.

Identity theft identity crisis.

The LifeLock organization was centered on a small group of employees who were enthusiastic about the company. Before we could position the brand to the outside world, we needed to understand how the people inside it thought about their target audience and product. We ran a branding workshop that pulled people from sales, customer service, and operations into the same room and helped them articulate a target-audience profile, the differentiators that mattered, and the visual associations they wanted the brand to own.

Branding pays off.

Next we tested the validity of what we'd gathered. We ran focus groups with existing customers, general consumers, and business leaders to pressure-test consumer motivators, taglines, keywords, color palette, imagery, messaging, and credibility factors.

From the consolidated research we built the LifeLock brand boards — the company's mission, vision, and positioning statements, plus the color palette, brand imagery, and core messaging system. Those boards went straight into investor presentations, where LifeLock secured $6.85M in venture capital.

From there the brand carried into national sponsorships including the LifeLock Sprint Cup NASCAR program — the #9 Bud / LifeLock car driven by Kasey Kahne — broadcast advertising, and a website that became the front door for hundreds of thousands of customers.

By the time the brand work was finished, LifeLock had grown to 300,000 customers and $35M in annual revenue, and was the recognized industry leader for identity-theft protection.