2019 has been a big year of growth for Elevate. We turned two, announced our series A, brought new products onto our platform, opened a Montreal office, and most importantly, brought on more amazing customers to help them power positive security culture.
All this growth meant it was time to dig into our brand a bit – how Elevate looks, feels and communicates – so we can be even more intentional about how we show up to our customers, partners, and internally. We’re so excited to finally share our new look and feel with you.
Genuine, optimistic, refreshing (and anything but locks, safes and binary strings)
Have you ever noticed how heavy and intense most security company brands are? At Elevate, we’re building something different, so we knew we didn’t want to rely on the usual tropes of safes, locks, masked hackers in black hats, or strings of Matrix-style zeroes and ones.
Our goal is to make security defense a unifying, engaging and measurable experience that reduces risks. To that end, we wanted to establish a visual identity that demonstrated this experience while also showcasing our brand personality: genuine, optimistic, and refreshing.
We tweaked our logo to make it stronger structurally and conceptually, and make it crisper, especially at smaller sizes.
For the overall look and feel, our design system uses a humanized, bold two-tone color palette, choppy lines and patterns with diverse shapes, light-filled photography, and fresh typography.
You can see it all in action on our new website.
Meet our new product lines
We also created a new, unified product naming structure, themed around enhancing abilities. It’s broad enough to capture all current and future products in our platform, while still being descriptive to what the function of each product does.
Yup, this means we’re rebranding our engagement platform as Vision, Snapshot as Pulse, and the phishing suite from Phish5 as Reflex. Hacker’s Mind, our targeted gamified training is staying the same.
Elevate customers will also soon see the new branding at play in their Elevate accounts – stay tuned for more info.
Elevate + dragon + dinosuar = Ellie, the dragosaurus
And lastly, but most certainly not least, this rebranding exercise brought us, Ellie, the dragosaurus. (Ellie, from Elevate, get it?)
She’s originally the dragon depicted in the personalized scorecards employees receive with Pulse, which represents the strength of their security posture. After her makeover she looks more like a dinosaur. We were torn between these two identities so we gave her a new title: Dragosaurus. Her color and tummy pattern morph the stronger an employee’s security posture gets.
It takes a village
We’re so pleased with how our new brand reflects the company we’re building, and it was a huge team effort. Special thanks to Tristan, Tom, Cynthia and Piers for helping us bring it all to life. And another big thanks to our customers for taking this journey with us as we redefine what building positive security culture looks like.