"Change the World Boldly" Ad Campaign & Brand Refresh
"You change the world, we'll secure it'
In 2019, a new set of brand messaging was developed and I took this as an opportunity to put a fresh spin on our current brand. We decided to move in a direciton where we take the focus off ourselves and put it onto our customers and the industries we focus on. While they are changing the world for the better with current and future innovations, we are in the background securing their code. This opened up a world of possibilities from a visual standpoint. The below video was one I storyboarded and directed that was the main asset to promote our brand refresh:
While the central tagline to this brand refresh was "You Change the World, We'll Secure It", all visual components were based on a series of phrases that work with the word "Boldly" (using our 01 in the word). From there, I brainstormed a large variety of industries, innovations and technology that would fit with each phrase, i.e. Explore Boldly using space travel, Operate Boldly using medical tech, etc. I designed this brand with growth in mind; while we launched with a set amount of phrases, we planned to continually branch out with new phrases and new technologies which would be very easy to do with this format.
We launched with 4 central visual campaigns under the new brand's umbrella. The idea visually was to have these feel larger than life and inspire awe of the possibilities of the future, with the Veracode brand being connected by being the software that is protecting this technology behind the scenes. Internally, this was launched at our yearly Go To Market meeting, where a large portion of Foxwoods was filled with the new brand. Externally, at RSA in San Francisco I had buses, cabs, newstands, trolleys (and more) promoting the brand in addition to many assets inside the Moscone Center.
