ZISHER
An InfoSec
company
like no other
Zisher asked us to deliver a comprehensive rebrand to be launched at RSA26, the biggest security gathering in the world. We accepted the challenge, and in a matter of a couple of months we developed a new positioning strategy and messaging, as well as a fresh new brand identity. We’re happy to report that the rebranding initiative was extremely well received and is helping Zisher stand out as a company unlike any other in the crowded InfoSec industry.
CHALLENGE
RSA was barely a couple of months away when Zisher, a fast growing information security services company, asked us to re-imagine their brand and help them make a splash at the world’s largest cybersecurity conference. A project of this nature can take months of deep research and analytics to extract the key insights needed to inform the development of a clearly differentiated positioning strategy. After the strategy is approved, we typically start to explore and evaluate a variety of design directions before one is finally selected. At that point, we move forward with producing the assets needed to develop the launch campaign and the sales enablement tools. Doing all of this in a matter of weeks was definitely a major challenge.
SOLUTION
Given the lack of time, we had to do things differently. So, we leveraged AI to do most of the initial research, then worked closely with the company’s executive team to validate our findings and expedite our understanding of the marketplace dynamics, the competitive landscape and the target audience’s key pain points. Next, we collaborated with Zisher’s team to identify the specifics of how Zisher provides value to its clients in ways that are “different and better”. We further compressed the timeline by presenting strategy and creative explorations at the same time. We created prototypes of specific deliverables, such as a website, which helped us and the client visualize how the strategy would come to life with sample headlines and visuals. This rapid prototyping approach greatly accelerated the decision making process, enabling us to move forward at a unprecedented speeds.
DELIVERABLES
An entirely new positioning strategy.
A clear messaging framework.
A completely re-imagined brand identity system.
A Phase 1 launch website, presenting Zisher’s offering.
A 300+page Field Guide used as a lead-gen tool.
A campaign to be unveiled at RSA.
RESULTS
The Zisher team was all smiles when they shared the compliments they received at RSA, and told us that the rebrand was helping transform how the company was perceived. We were happy to hear that the new tagline, “InfoSec Actualized”, is helping prospects understand Zisher’s commitment to turn security insights into operational reality – while the new identity is helping Zisher be perceived as a polished and technically sophisticated company.
BRAND DESIGN
An InfoSec Company unlike any other
More than a logo and a color palette, we think of brand identity as an opportunity to make the brand story come to life. For Zisher, the core strategic idea was clear: with no VC funding, no vendor allegiances and no tool commissions, Zisher offers an unprecedented level of neutrality and impartiality. This strategic insight led us to a logo hat took the form of a simplified shield. Inspired by classic heraldic iconography, the shield is a universally recognized symbol of protection, defense, and security. At its center we added an icon that references the mathematical “not equal” sign, while also representing the letter “Z”. Combined, these two elements make up a very simple, yet unique and sophisticated icon that captures the brand of a company delivering “InfoSec Actualized”, unlike any other in the industry.
BRAND MARKETING
Marketing that gets results,
by design
For launch, we developed a phase-one website to introduce Zisher’s services and clearly articulate its value proposition. To promote the new brand we used email and an integrated social media campaign that leveraged a 300+ page Field Guide as a high-value lead magnet. These relatively simple initiatives were enough to build Zisher’s visibility, credibility, and momentum – resulting in business opportunities that had previously been out of reach.
LAUNCH CAMPAIGN / OOH
Brands in billboards may
appear larger than they are
Billboards create a large-scale physical presence that is difficult to ignore. Unlike digital ads that can be skipped or blocked, OOH placements occupy real-world space and command attention through size, repetition, and location. They can make brands appear larger, more established, and more credible. We planned to place them strategically near Moscone Center, for maximum visibility of RSA attendees, making the messages feel more timely, relevant, and connected to the target audience Zisher wanted to influence. Unfortunately, timing and budgets made it unrealistic to execute the program, but – hey – there’s always next year!
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