At-Bay Stance Product Launch

In today's digital landscape, financial fraud has emerged as one of the most pervasive cybersecurity threats. At-Bay's proprietary data revealed a critical insight: nearly 75% of financial fraud occurs in transactions with known vendors, and 89% takes place during expected transactions—making these crimes particularly difficult to detect and prevent through conventional means.

Strategic Response

To address this growing threat, At-Bay expanded their security product portfolio with Stance—an innovative solution specifically engineered to protect insured customers from sophisticated financial fraud attacks. This product represented a pivotal expansion of At-Bay's value proposition in the cybersecurity market.


Design Opportunity

The introduction of Stance required a distinctive brand identity that would communicate a complex value proposition: the integration of cyber insurance with proactive security services—a pioneering approach in the market. My challenge was to develop a comprehensive visual system that would:

  • Differentiate Stance from traditional security offerings

  • Clearly communicate its dual insurance-security value

  • Appeal to forward-thinking businesses seeking holistic digital protection

  • Establish immediate credibility in a competitive security landscape

  • Drive engagement across both digital platforms and print materials

Key Collaborators

  • Head of Product Marketing: Partnership on product positioning and market strategy

  • Director of Corporate and Brand Marketing: Guidance on brand architecture integration

  • Lead Copywriter: Collaboration on messaging framework and content development

Executive Stakeholders

  • Chief Marketing Officer: Overall marketing strategy alignment

  • Chief Security Officer: Technical accuracy and security positioning

Video Walkthough of my Design Process

In this video I provide a walkthrough of my iterative design process for the At-Bay Stance landing pages. Watch as I explain key design decisions and showcase how I incorporated stakeholder feedback to elevate the final product. This behind-the-scenes look reveals how we transformed complex security concepts into an intuitive, conversion-focused user experience.

At-Bay Stance Landing Pages

Landing pages were build for the each of the product offerings as well as a MDR homepage the covers the overall features and benefits of our At-Bay Stance product.

Design Exploration

Brainstorm Sketches for Landing Page Headers

After meeting with the working team, I did a rough sketch of the header images. Using this as inspiration when sourcing stock imagery and mocking up the look and feel.

Visual Elements & First Mocks

Next I moved into creating and sourcing the visual elements for each of the headers. Each header consisted of:

  • Stock imagery - used to tell the story of the person who might use the product

  • Vector visuals - iconography or Product UI and elements to show what the subject might be looking out or create a enticing vignette

Below I have broken down each headers visual elements as well as early stage mocks.

Managed Detection & Response (MDR) Homepage

MDR for Endpoint

MDR for Identity

MDR for Email

Fraud Defense

Final Designs & Strategy

At-Bay Stance MDR Homepage

At-Bay Stance MDR for Endpoint

At-Bay Stance MDR for Identity

At-Bay Stance MDR for Email

At-Bay Stance Fraud Defense

Engagement Results

Highest Engagement - Fraud Defense

  • Conversion Rate: 9.6% (7.1X higher than benchmark)

  • Bounce Rate: 23.2% (23 points lower than benchmark)

Remaining Landing Page Engagement Results

MDR Homepage

Conversion Rate: 9.1% (3.6X higher)
Bounce Rate: 29.9% (16.3 points lower)

MDR for Endpoint

Conversion Rate: 4.4% (1.9X higher)
Bounce Rate: 14.1% (32.1 points lower)

MDR for Email

Conversion Rate: 3.9% (1.4X higher)
Bounce Rate: 17.7% (28.5 points lower)

MDR for Identity

Conversion Rate: 1.6% (0.9X lower)
Bounce Rate: 16.9% (29.3 points lower)

At-Bay Stance Print Collateral

Design Exploration

Brainstorm Sketches for PDF layouts

After discussing the brief with the requesting stakeholders I did a rough sketch of the PDF layouts. I then used these rough mocks to get buy-in from the stakeholders before moving them into InDesign for the first draft.

Final Designs & Strategy

At-Bay Stance Overview

At-Bay Stance Overview with Enhanced Limits