remarkable security software
unique positioning statement
successfully acquired client
Careful positioning will lead you to success worth shouting about! We helped TrustPipe break into the highly competitive industry of enterprise network security through the staggering power of nothing. That’s right. Nothing!
Climbing out of the noise.
TrustPipe builds enterprise endpoint security software for large companies to increase their Internet safety and defend against hackers. Their patented technology, resembling DNA markers, is used to analyze petabytes of network traffic and detect irregularities so CIOs can move fast to block malicious attackers.
TrustPipe gave us a big objective—take their unknown software, position it against enterprise brands like McAfee and Symantec and help them get acquired within 6 months of launch. To achieve this we needed to prove how TrustPipe was mechanically different from heuristic-based network security software.
Positioning against fear.
In the highly competitive realm of enterprise security fear is the primary sales motive used by established brands like McAfee, Symantec and Cisco.
When TrustPipe explained how their algorithms worked differently than heuristic-based detection to block attack vectors at the endpoint, (admittedly, they had to explain it a few times before we ‘got it’), we knew their product was truly unique. We had to take a different angle to create unique differentiation for TrustPipe. And we needed to do it without customer testimonials, client logos or a product interface. We eagerly accepted the challenge.
We make nothing happen.
When you’re a CIO or a CSO…or a CISO (it’s a thing), your job is to keep your organization safe from cyber attacks. When your network is protected , your intellectual property, customer data, employee records and hardware are safe. In other words, It means nothing bad is happening. This little revelation led us to pitch the tagline “We make nothing happen”.
The client loved it. No revisions. No refinement. Our content strategy was set.
“Making nothing happen” became the inspiration for the design and sales narrative for the new site. Rather than the dark, doom-and-gloom palette that occupies the majority of competitor sites, we decided our design approach would say ‘Come to the light’.
At One Net we're used to positioning abstract products. However, most of them at least have an interface. TrustPipe's technology was an algorithm that runs invisible to the human eye. We needed a way to demonstrate the product without an interface. This led us to a ‘content-first’ design carefully blending typography, thoughtfully placed animation and subtle imagery to communicate the TrustPipe story. It’s no small task to create a responsive, visually compelling site with little-to-no pictures but we set to work. (For more of our work visualizing abstract products, check out our SMI case study)
Fun with modals.
It’s great when every page of a website has more or less the same amount of words. It’s also nice when everyone interacts with content in the exact same way. As we know, both of those scenarios are far fetched. But that’s ok! Situations like this can present some fun opportunities to play around with different effects to feed the reader content in bite-sized pieces.
For example, on the TrustPipe Technology page we were faced with a disproportionate volume of content. Editing down the information was not an option. Rather than lay it all out into one massive wall of copy and die a little bit on the inside, we got our modal on. Poor modals have such a bad rap! Over here, we have embraced user controlled modals as a handy way to break off content for the kinds of people who love reading extra information (we all know at least one).
In the case of the Tech page, we distilled the three phases of how the technology works into digestible panels, then included a button to launch a modal ‘deep dive’ with salient insights from the Chief Scientist. Don’t care about extra info? You don’t have to open the modal. You might prefer to navigate back to the homepage and reactivate the ‘spidey effect’ in the hero. See? Something for everyone.
The Moral of the Story
Success worth shouting about.
As markets continue to get more crowded, positioning a product or service well is only going to become increasingly important. Every business has something slightly different to offer and capitalizing on that unique aspect is the only way to carve out a piece of the market for you and drive additional sales.
We were thrilled to hear when EvengX acquired TrustPipe, as hoped, one year after the launch of the new website. We count that as a huge success!
“You guys have done a great job! … I have you on speed dial, believe me.”- Ridgely Evers, Co-Founder at Trustpipe
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