SECUREDRIVES.

CREATING A NEW VISUAL IDENTITY TO AMPLIFY A DISTINCT PROPOSITION.

SecureDrives is a specialist business division of Cardwave, a world expert in flash memory technology and data security products.

The challenge

Create a new visual identity for separate SecureDrives that amplifies its distinct proposition.

The solution

The creation of a new spoken and visual identity for SecureDrives – separate from that of Cardwave.

The results

A unique brand identity that is the foundation for future marketing activity.

CREATING A NEW VISUAL IDENTITY TO AMPLIFY A DISTINCT PROPOSITION.

SecureDrives is a premium reseller of hardware-based data security solutions delivering passwordless authentication and portable storage devices. With innovative products delivering advanced protection for a wide number of use cases, their customers cover a wide range of industries from healthcare and law enforcement to manufacturing.

As a division of Cardwave, the SecureDrives visual identity was closely integrated into the architecture of the parent company’s numerous divisions delivering specialist products and services focused on integrating memory and duplicating data into a range of applications. However, while delivering solutions through USB drive technology, the proposition for SecureDrives is very different.

With Cardwave undergoing a brand transformation of it’s own, the SecureDrives visual identity needed to be reviewed and a decision made as to how best deliver a clear brand proposition whilst maintaining an element of connection to Cardwave.

Through a process of discovery with the CEO and Customer Solutions Manager, we were able to develop a greater understanding of SecureDrives’ business objectives, audience, offer and approach.

We also undertook a thorough competitor analysis to investigate both the visual identity and proposition of other data security companies. This information allowed us to recommend that the SecureDrives identity should be significantly changed to portray the technology solution and data security elements of their proposition, and as a result have a separate look and feel.

This strategy was implemented through three key changes to the identity:

COLOUR PALETTE

We adopted a new colour palette focused on the blue associated with technology and the silvers associated with premium brands, using gradients to provide depth. This was a significant change from the previously flat red logo that was used.

LOGO MARK

We created a logo mark utilising the S and D from the wordmark as well as the blue gradient. Adapting the shape of the letters, we were able to establish a shield shape associated with security. This asset is central to the logo and enables a much more compact digital logo.

STRAPLINE

We developed a simple strapline – Advanced Data Protection – to accompany the logo and match the new Cardwave logo. This benefit led message supported the diverse proposition whilst suggesting a competitive advantage over other providers.

These alterations enabled us to maintain the wordmark that utilised the same custom font used for the Cardwave logo, ensuring that we were able to maintain some consistency through the brands.

Finally, we supported the business in establishing clear solutions-focused messaging for the brand. This was based on an understanding that the products solved key challenges for businesses in securing data with an increased focus on various requirements to hold customer’s data. We were also able to establish a way of communicating the relationship between the brand and Cardwave.

The brand transformation has delivered a new visual identity for SecureDrives that brings it out of the shadow of Cardwave.

It’s new logo and colour palette ensure that it can be identified as the premium technology reseller that it is.

The new core messaging has created clarity in it’s offer and distinguishes the brand from the different proposition provided by it’s parent company.

This was achieved whilst maintaining the connection to the Cardwave brand, in both the visual identity and messaging.

LET’S GROW YOUR BUSINESS.

Organise an informal, no-obligation conversation with one of our marketing experts.

Receive helpful insight and recommendations to start generating growth through marketing, at a time and date that best suits you.

FIRST, TELL US A LITTLE BIT ABOUT YOURSELF.

Generate UK needs the contact information you provide for us to contact you about our products and services. You may unsubscribe from these communications at any time.
This field is for validation purposes and should be left unchanged.