At-Bay Stance Brand ID
As part of At-Bay's strategic expansion into comprehensive cybersecurity solutions, I led the development of the brand identity for At-Bay Stance—a specialized security product designed to protect businesses from sophisticated digital threats. This new visual identity system was implemented across all touchpoints, from digital platforms to print collateral, establishing a cohesive brand experience for this critical product offering.
Role
As Lead Designer, I directed the creative vision and execution of the Stance brand identity, ensuring alignment with At-Bay's master brand while creating distinctive visual elements that communicated the product's unique value proposition in the security space.
Stakeholders
Chief Marketing Officer: Overseeing brand strategy and market positioning
Head of Product Marketing: Guiding product messaging and go-to-market approach
Creative Process
At-Bay logo as inspiration
Playing on the shape of the hyphen within the At-Bay wordmark logo, I used this as inspiration for the look and feel.
Shield as a Security Emblem
When you think of security or security products, a shield is often used to represent protection and what “security” functions as. I used the idea of creating shapes with the At-Bay hyphen in conjunction with the shield emblem to create the At-Bay Stance Brand ID.
Using the Stance Shield
The Stance Shield was used across all our At-Bay properties to launch the new At-Bay Stance product.
Social Cards & Lockups
LinkedIn Organic Social Carousel
Customer One-Pagers
