Evolv

Transforming a Leading Security Brand to Drive Sustainable Growth

Evolv Technology, a leading provider of AI-driven security solutions, brings together people, processes, and a suite of advanced security technologies to help safeguard the spaces where people live, work, learn, and play. With a focus on stadiums, entertainment venues, and K-12 schools, Evolv provides security screening and threat detection solutions for 800+ customers and counting—including some of the world’s most iconic venues and organizations.

When Evolv engaged Ideometry, they were seeking new marketing strategies and bold, creative execution to revitalize their brand and foster sustainable growth. Their goal was to establish a distinctive and cohesive brand image that resonated with their target audience, positioning them as a leader in the security solutions industry.

Ideometry developed a brand identity for Evolv that reflects the gravity of their product, their status as a leader in their space, and their innovative approach to security solutions, including a bold, modern logo and comprehensive branding guidelines to ensure consistency across uses and materials.

Ideometry designed an array of product, company, and brand collateral including product brochures, infographics, and videos highlighting Evolv's value proposition and solutions.

To address the diverse needs of Evolv’s target personas and industries, Ideometry designed sales and marketing materials including one-sheeters, whitepapers, and case studies addressing the unique needs of potential customers and key stakeholders.

Ideometry’s growth-driven marketing team focused on delivering quantifiable results and generating qualified leads for Evolv through data-driven keyword research and Account-Based Marketing (ABM).

Ideometry developed an audience segmentation strategy to aim campaigns and messaging at specific target segments, enabling Evolv to connect with their audience on a more individualized level.

The Ideometry team constantly monitored performance and conducted A/B testing of ad creatives and landing pages—optimizing lead generation and conversion strategies based on market trends and customer feedback.

The Challenges

Managing Multiple Mission-Critical Goals

Evolv kicked off their rebrand at a time of rapid growth and expansion for the company, including going public. Ideometry was challenged with developing the new brand, redesigning and rewriting the entire website, rebranding hundreds of pieces of collateral, and working with Evolv to transform their marketing strategies—all during this fast-paced, high-activity period.

Outdated Branding and Marketing Strategy

Evolv’s existing brand identity needed a modern refresh to reflect their image and direction as an industry pioneer and leader—and a cohesive, cross-sector marketing strategy that aligned with their target markets and long-term business goals.

Lead Generation and Conversion Optimization

Addressing lead generation challenges was crucial to expanding Evolv’s customer base and driving sustainable growth. Ideometry was tasked with developing new methodologies for attracting high-quality prospects and optimizing conversion rates.

Promotional flyer announcing the installation of Evolv security screening at a hospital, with a step-by-step guide on how to use it.

Two-page flyer detailing the Evolv Express system for hospitals, focusing on security and compliance, with an image of a medical professional.

Case study highlighting Wyoming Valley West School District’s use of Evolv to help students arrive on time to class, featuring goals and outcomes.

The Approach

Collaborating to Build a Brand Foundation

Ideometry began the engagement with immersive intake workshops and research to develop a deep understanding of Evolv’s mission, values, and target market, as well as gaining a sense of the brand’s unique voice and personality for messaging and positioning purposes. This collaborative approach allowed Ideometry to create branding and marketing strategies crafted solely for Evolv at every stage.

Creative Execution and Personalization

Throughout the engagement, our team developed in-house templates, guidelines, and design principles to maintain consistent branding and visuals across all marketing materials. We embraced personalization in our campaigns, tailoring messaging and creatives to specific target segments for increased engagement and conversion.

Evolv flyer featuring a football player with the tagline 'Where Safety Meets Experience,' highlighting fast and accurate guest screening with no-contact technology.

Set of Evolv banner ads featuring a football player and the tagline 'Where Safety Meets Experience' with a 'Learn More' call to action.

Creating Highly Customized Brand Guidelines

Ideometry’s team developed in-house templates, guidelines, and design principles to maintain consistent branding and visuals across all marketing materials. We embraced personalization in all external marketing campaigns, tailoring messaging and creative designs to target specific customer personas and segments for increased engagement and conversion.

Driving Growth and Engagement with Data

Ideometry’s growth-driven marketing approach relied on data analytics and continuous optimization. We utilized keyword research and targeting to optimize PPC campaigns, while Account-Based Marketing (ABM) strategies on LinkedIn targeted key accounts and decision-makers. Constant monitoring and A/B testing of ad creatives and landing pages ensured campaigns remained aligned with market trends and customer feedback.

Evolv iconography library featuring duotone color icons representing various concepts like travel, education, customer support, and efficiency.

The Impact

Ideometry’s engagement with Evolv delivered immediate and impactful results. Over a 12-month period, Evolv achieved a 108% increase in lead volume while reducing the cost per lead (CPL) by 49%. By identifying and targeting high-performing keywords, we generated over 1,200 new leads. Account-Based Marketing (ABM) on LinkedIn, coupled with ongoing competitor analysis and A/B testing, optimized campaigns and ensured alignment with Evolv’s business goals.

These initiatives, executed in close collaboration with Evolv’s team, contributed to securing more than $11 million in associated deal sizes on Google within just four months. This success has reinforced Evolv’s leadership in the security technology industry—fueling their mission to help make spaces safer around the world.

Join forces with a team that's just as passionate about your growth as you are. Let's explore how we can elevate your brand, transform your marketing approach, and ignite your success.

Evolv

Creating Safer Experiences with Advanced Security Technology

Services Provided

Brand Identity Transformation

Product and Brand Collateral

Custom Sales and Marketing Materials

Growth-Driven Marketing Initiatives

Audience Segmentation and Personalization

A/B Testing and Continuous Optimization