Ryan Fetterhoff's Portfolio
Role
Creative Director​
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Year
2015
In 2015, the Imperva brand was creating market confusion where existing customers were often confused as to what Imperva offered and had more awareness for particular Imperva products than for the corporate brand causing Imperva to often compete against itself in the market.
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The Problem
Rebrand Imperva to better align product strategy and allow the sales team to better tell the Imperva full product story enabling cross-sell opportunities.
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The Solution
The Imperva rebrand needed to go beyond the visual identity and actually establish who Imperva was and wanted to be in the market. By focusing on customer, press, analyst, and internal research, I was able to establish core brand values and messaging strategies that could then influence a branded house approach to the corporate identity. This allowed all product lines to align under one strategy and vision for the company.
What came before
The Imperva brand started off representing a single product, however as the company grew in size and acquired other products, there was no cohesion in the brand
Doing the research
To better understand who Imperva was, I conducted a survey with current customers, industry press and analysts, the board of directors, and key members of the leadership team. This survey was then turned into insights that were used to establish the brand values and corporate narrative that would become the building blocks of the rebrand.
Competitive Analysis
Turning Insights into positioning
Establishing Brand values
Imperva is Innovative
In an ever-evolving security arena, we set ourselves apart by staying ahead of cybercriminals and out in front of the competition. Innovation is the benchmark for everything we do. It’s not just a requirement. It’s our core competency.
Imperva is Agile
Agility and responsiveness make Imperva an indispensable security partner. We deliver the fastest time to value. We’re first out of the gate with potent remedies for new threats. And we’re adept at
switching gears to tackle emergencies whenever they arise.
Imperva is Collaborative
When great minds team up to solve challenging problems, exceptional solutions are the outcome. At Imperva, this is how we work—and how we build working relationships. We partner with our customers to establish trust, deepen understanding, and develop the readiness to quickly respond to any threat.
Imperva has Integrity
Customer credibility is our most important business asset, and it’s built on the highest standards of integrity. At Imperva, we say what we mean and we mean what we say, consistently over time. This is how customers come to trust and rely on us to protect their most
critical data.
Imperva core messaging
Imperva aspires to be the leading and most important cyber security provider in the world, bar none. Because security is our only business, we can focus all our energy, expertise, and resources on protecting you with best-in-class solutions. Our unique approach keeps all your data and applications safe from internal and external threats, both in your data center and the cloud. It’s the most complete and effective cyber-security shield you can get.
Imperva gives you freedom to face the future without fear—a feeling of confidence that comes from having a security partner with the expertise and experience to keep you safe from all forms of cyber-attack.
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We do this by constantly enhancing your defenses to block the latest threats before they even materialize. So that you, your users, and your customers can conduct business freely— secure in the knowledge that your data, applications, and reputations are fully shielded from intrusion and theft.
Discover your assets and risks
We show you which applications your
employees are using, and how they’re
accessing your data at any given time.
Imperva also detects and reports potential
vulnerabilities, and blocks any hacker attempts
to install or use a backdoor on your site.
Protect your information
Imperva safeguards your high-value data
where it resides—both in the cloud and
on-premises—by defending the web and
SaaS applications people use to access it.
Comply with regulations
Cyber security includes adherence to a
growing roster of data protection mandates.
Imperva covers the bases with auditing
and reporting that validates your compliance.
Designing
the visual identity
The Imperva visual identity was an evolution of the previous identity to bring about some much-needed modernization and alignment across the product portfolio.
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For the Imperva logo, I took the existing san-serif typesetting and increased the letter spacing, and added a highlighted angle to the M to match the connector of the A. These changes allowed the logo to be more recognizable and legible.
Utilizing this system, the product brands that had previously all been sub-brands with no connection to each other or the umbrella brand were renamed and rebranded to tie into the corporate brand.
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The accent slants that are present in the M A and V were highlighted throughout the identity to establish a strong iconic visual identity. Images and headlines focused on storytelling that promotes positivity and security rather than the negativity of threats.
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The Imperva brand colors came out of a competitive analysis of the security landscape. Purple was chosen as the core brand color providing Imperva a unique impression from its competitors that tended to align around blue and red primary colors.
A custom icon library was created as part of the rebrand
A new Imperva.com
Reactions
“Ryan brings a business focus to his craft, ensuring that creative work helps drive the outcome of content rather than merely decorating it. I appreciate his approach to market intelligence, studying competitors and category adjacencies to determine a visual identity that can be owned by a company, as well as his thorough exploration of design concepts that inspire new thinking. ”
- Imperva CMO