Grid layout displaying various pages from Judy's brand guidelines, including sections on 'Brand Activation,' 'Visual Identity,' 'Colors,' 'Logo,' 'The Neuron,' 'Illustration Style,' and typography featuring the 'Recursive' font family. The guidelines cover elements such as the logo with different variations, color palettes, typographic details, and visual identity principles. One slide asks 'How did we come up with these rules?' indicating a thoughtful approach to brand consistency. The design incorporates a teal and purple color scheme with abstract shapes and illustrations.

The Challenges

Navigating the B2C to B2B Pivot

One of the key challenges was Judy Security’s shift from a B2C to a B2B focus. This transition called for a comprehensive rethinking of messaging and branding strategy, aimed at a completely different audience with unique needs and expectations.

Refreshing an Outdated Brand Identity

Judy Security’s previous brand identity failed to fully capture its evolving goals and focus—challenging us to modernize and refine the brand in order to better connect with its new B2B audience.

Creating a Unique Visual Language

In the highly competitive landscape of cybersecurity, creating a distinct and memorable visual language for Judy Security presented a significant challenge. The task was not just to be different, but to be meaningfully different in a way that would resonate with the target audience.

new judy avatar design
Comparison chart titled 'The Secret Weapon in Your Cybersecurity Toolbox' with two paths: 'Old Way' on the left and 'Judy's Way' on the right. The 'Old Way' lists drawbacks like 'One-Size-Fits-All,' 'Tech-Heavy Approach,' and 'Ineffective,' leading to gaps in cybersecurity. 'Judy's Way' highlights benefits such as 'Top-Tier Support,' 'Delivers Real Results,' and 'People and Process-Focused,' showing a more personalized and efficient cybersecurity approach. The paths visually branch off from a center point, representing a decision between the two approaches Design mockup of business cards for Judy. The front of the card features the Judy logo, contact details for Raffaele Mautone, CEO & Founder, including phone number and email. The back of the card includes the Judy logo at the top and an illustration of a woman with glasses holding a floating icon that resembles the Judy logo, with the text 'Meet Judy' above the illustration. The design incorporates a teal color scheme and hexagonal patterns.

The Approach

In-Depth Persona Development

We kicked off our engagement with an in-depth application of our P-system, breaking down Judy’s audience into four key personas: users, buyers, influencers, and resistors. This nuanced approach allowed us to craft strategies that speak directly to the motivations and concerns of each group, without a one-size-fits-all compromise.

Cover of a June 2023 document by Judy titled 'Judy Helps Franchises Navigate Cybersecurity Challenges with Ease.' The cover includes an image of a business meeting with a group of people seated around a table, while one person stands and presents. The design includes decorative elements such as teal and black lines and abstract shapes. The second page is partially visible, discussing the importance of securing franchise cybersecurity with Judy's all-in-one solution. Five different banner ads for Judy, a cybersecurity solution built for small and medium-sized businesses (SMBs). Each banner emphasizes partnering with Judy for all-in-one cybersecurity protection at an affordable price. Phrases like 'Deliver All-in-One Cybersecurity Built for SMBs' and 'Scale your business with Judy' are highlighted, along with call-to-action buttons that say 'Partner with Judy'.

A Refined Messaging Strategy

With a deep understanding of both audience challenges and industry context, we sharpened Judy Security’s messaging to resonate across all segments. This refinement ensured that the brand’s voice remained consistent, relevant, and impactful.

Holistic Visual Identity Transformation

We took Judy Security’s visual elements to new heights, combining a fresh, modern design with an inviting aesthetic. The character of Judy, supported by unique illustrations, added a layer of depth and relatability to the brand—breathing life into a tech-driven product.

judy's new icon brand identity

The Impact

While the full scope of quantitative results remains to be seen, Judy Security’s reimagined presence has already turned heads at tradeshows, particularly with the introduction of the character Judy. This strong foundation positions the brand on a promising path toward becoming a standout name in the business cybersecurity landscape, setting the stage for significant future growth.