Head-quartered in El Segundo, Los Angeles, Saviynt has long been a highly respected leader in the enterprise IGA (Identity Governance & Administration) market. With significant investment in its cloud-native identity platform and wider business, the opportunity to compete in the broader IAM (Identity and Access Management) and Identity Security markets had now opened up.
We partnered with Saviynt to develop and execute a new brand strategy that would capitalise on this $40bn+ opportunity, positioning the business as a leader in Identity Security while building trust with enterprise cyber security decision makers.
Powering and Protecting the World at Work
After an initial discovery phase, we spent time with customers, prospects and partners in across the US and Europe. They made it clear that with the vast majority of cyber-attacks now targeting their distributed workforces, Identity Security was mission critical and foundational to their business’s security posture. In parallel, they also told us that significant security investments had to align with their desire to not only protect their enterprise organizations, but also enable them.
Inspired by this insight, the brand purpose, “to power and protect the world at work”, became the arrow head of a refreshed brand story and messaging platform. Product messaging was simplified around the bold and confident claim of Saviynt as “The Identity Cloud”. And audience, vertical, use case and solution messaging was then aligned in a Message Map tool launched at SKO.
A refreshed visual identity system acted as a signal of the brand’s ambition with a strong new logo capturing the story of power and protect and creating a unifying branding device that has been used across digital and physical touch-points.
A new colour palette was chosen to build trust amongst enterprise buyers and create greater brand distinction in a market where competitors SailPoint and Okta had occupied the same electric blue spectrum as Saviynt. Photography was chosen to celebrate the workers who enabled by Saviynt technology every day, giving the brand a human face in a category where technical and product led imagery still dominates. The broader identity system including typeface, iconography and illustration was also refreshed, resulting in a revitalized look and feel reflective of leadership’s business vison.
A seamless launch
The refreshed brand launched in the spring of 2024 with a comprehensive set of brand guidelines, toolkit of assets and internal and agency partner training ensuring a smooth roll-out through the early summer.
We remain engaged with the fantastic Saviynt team, working on campaign strategy and creative as we continue to build and grow the brand at pace.
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