Brand / Motion

Noname Security: A brand revitalisation for the first API security unicorn

The B2B tech world moves quickly, but the growth of Noname Security is jaw-dropping. Launching in 2020, they became the first API security unicorn in 2021, making them one of the fastest-growing cybersecurity companies ever.

But this rapid journey meant that their brand hadn’t kept up. It wasn’t doing justice to who they are, and what they represented. It needed to align with its more mature status that goes beyond a scale-up. It’s a perfect example of a brand evolution – how a brand expresses itself, without a complete re-brand caused by a huge shift in the business strategy. Brands need to revitalise as they progress, and it’s a continuous journey.

The process

The Noname leadership knew things needed to change, which led to a challenge that wasn’t quite a brief yet. We kicked-off with the key stakeholders to dig into what they felt worked, what didn’t, and what made them unique. These steps made sure we were all on the same page.

Creative design is very subjective, and evolving a brand can mean different things to different people. Success rides on taking people along the journey with projects like this. Sure, people have opinions and preferences of design, but our process removes a lot of ambiguity, and our thinking is rooted in the outcome of it.

The crux of the findings identified a struggle between being an innovative Israeli disruptor brand, their rapid success, and the perceived need to adapt to a more corporate identity to instil confidence and trust in their audience. They have brand equity with their brand and word marks which was so important to maintain. But with a more corporate look, they’d lost their authenticity and personality, putting them at risk of blending in.

Flipping a product-led to a customer-focused approach

Our research highlighted the pitfall of being overly focused on the product rather than the customer. Noname and their competitors had fallen into this trap, emphasising the product and its innovative features rather than the more emotive compelling benefits their solution offers their customers.

Armed with these gems we could then explore the most effective visual brand and design system to tell their story authentically and meaningfully.

Conceptually, we explored the treatment of the square. It represents a ‘safe space’ for their clients, and the opposite, it being a starting point to make progress, advancement and overcoming the security challenges that have held their audiences back. Both treatments lend themselves superbly to motion design, adding a whole new dimension to what was previously a static brand mark.

Concept 1:
Safe space

Concept 2:
Outward agility

Building a brand with motion principles at its core

The brand revitalisation was done with motion language as a key component. Motion is best when integrated into the brand. And we’re not just talking about video or animated product demos. It gives opportunities to build out the brand, help it communicate, and works brilliantly in the digital realm.

The brand now embraces their inherent disruptive, young, and exciting feel while instilling trust and confidence through the renewed focus on the meaningful results they deliver for their customers.

A toolkit to propel the brand forward

We created a design system that allows Noname to be more flexible and expressive with the brand. In order to maintain their brand equity, we took a step back to recognise their origin, using black and white colours but accompanying them with a fresh contemporary colour palette that created further versatility through gradients.

A grid structure that builds a secure platform

The new visual grid system allows them to communicate with greater effectiveness. Every element is influenced by the square and built upon the same grid. It not only gives them consistency with the visual language, but also creates ownership, uniqueness and bespoke design.

Absolutely brilliant agency and certainly one of the best I've worked with in my 20+ year career in tech. The combination of creativity, execution, and client service makes Shaped By a true gem, and an agency to put at the top of your short-list.

Michael O'Malley, Chief Marketing Officer, Noname

Putting real world end-users in the spotlight

Making intangible products relatable is a challenge, especially when it might not be on the audience’s radar. That’s why we spotlight real-world end-users and their sectors, showcasing the tangible benefits of Noname. It’s a big leap and fresh approach that goes beyond the product interface.

Working closely with the Noname team and seeing the brand evolve into a more authentic visual communication system has been really enjoyable and rewarding. We're so excited to see it released to the world. We also look forward to bringing the brand to life through its various applications - continually striving to push more boundaries.

Tom Ovens, Creative Director, Shaped By

Elevating the brand beyond a digital-only platform

A brand must work effectively across every touchpoint. Even though this is a digital first brand, with motion as its core, it needed to be versatile enough to work across static and physical applications. The combination of the grid, colour ways and conceptual treatments makes the translation effortless.

Watch our discussion with Noname Security on how and why they revitalised their brand:

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Matt Price
Senior Director, Creative

Matt Price is a creative leader with a career that has traversed award-winning agencies, high-performance brands, and innovative start-ups.

Fueled by a deep passion for cultivating dynamic creative teams and crafting distinctive brand experiences, Matt has earned a reputation for shaping and evolving brands across diverse industries. He currently leads creativity at TravelPerk.

Melissa Rosenthal
Chief Creative Officer

Melissa is an award-winning marketing executive and the Chief Creative Officer at ClickUp, focused on making the world more productive through best-in-class SaaS marketing.

Previously Melissa was the CRO/Executive Vice President at Cheddar, a live video media company at the intersection of business news and culture. For her brand work, she was named to Forbes’ 30 Under 30, Business Insider’s 30 Most Creative People Under 30 and as one of Digiday’s “Changemakers.”

Prior to Cheddar, she led BuzzFeed’s Global Creative Team. Joining the staff in 2010, Rosenthal was a key contributor to the creation and early success of BuzzFeed’s branded content native advertising model.

Melissa Rosenthal
Chief Creative Officer

Melissa is an award-winning marketing executive and the Chief Creative Officer at ClickUp, focused on making the world more productive through best-in-class SaaS marketing.

Previously Melissa was the CRO/Executive Vice President at Cheddar, a live video media company at the intersection of business news and culture. For her brand work, she was named to Forbes’ 30 Under 30, Business Insider’s 30 Most Creative People Under 30 and as one of Digiday’s “Changemakers.”

Prior to Cheddar, she led BuzzFeed’s Global Creative Team. Joining the staff in 2010, Rosenthal was a key contributor to the creation and early success of BuzzFeed’s branded content native advertising model.

Ari Yablok
Head of Brand 

Ari Yablok is the Head of Brand at Island, the Enterprise Browser. Before joining Island as its first marketing hire, Ari was the Head of Brand Messaging at Atreo, a B2B tech branding and marketing agency, where he crafted the strategic narratives, end-to-end messaging, corporate and investor decks, and brand identities for 50+ leading tech companies including Taboola, Similarweb, Gloat, JFrog, and Panaya. Originally from New Jersey, Ari lives in a suburb of Tel Aviv, Israel with his wife and six children.

Ling Koay
Chief Brand Officer

Ling is a fearless B2B marketer and a purposeful leader with almost two decades of experience driven by growing businesses through creativity, art, and science. Recently, she was named “CMO to Watch in 2022” by CMO Alliance. She has also led the Oneflow brand to be one of the “B2B Brands to Watch in 2022” alongside brands like Slack, Gong, and Tiktok Business.

Ling’s mission is to inspire humans to find and embrace their superpowers so that we can transform mediocrity into magic in our lives. Marketing to her is using ideas to change minds. Move the needle. Make sales easier. Being a mom of two kids under 6, marketing is essential to win day-to-day negotiations. Recently she gave up her CMO title to focus on the brand. Call her crazy, but marketing is the puzzle she needs to solve every day to make her life complete.

Buck Choate
VP Brand

Buck Choate is a distinguished brand and marketing leader that thrives at the intersection of strategy, stories, and ideas. As VP of Brand at Lacework, he spearheads brand management, activations, social and editorial content, and brand design. Buck has spent his 15+ year career working with iconic global brands like Microsoft, Intel, Fender, Walmart, Ubisoft, PepsiCo, and 7-Eleven.

Damien Correll
Creative Director

Based in NYC, Damien Correll is the Creative Director at Figma where he leads their Brand Studio. Over the past 20 years, he’s worked on both the brand and product sides (and some of the places in-between), Whether it’s running his own practice or working in-house at one of the largest companies in the world, he’s in the pursuit of great design by making the expected surprising, the strange familiar, and the accessible abundant.

Ben Long
Creative Director

Make fun stuff for people to enjoy. That’s why we all got into this in the first place. And if you can do that while delivering strategic and purposeful creative that meets brand goals? Now you’re on to something.

That’s what Ben Long has been aiming at for the last six years at Rubrik, leading the global brand team as Creative Director. Ben loves nothing more than when a team comes together to pull off something that’s a little risky and a lot unexpected.

Ben lives in the Bay Area with his wife, two kids, and a giant dog that’s way too big for his house

Steve Stone
Head of Zero Labs

Steve has over fifteen year’s experience in threat intelligence and event response with positions in the US military, intelligence community, and private sector. Steve held a number of roles to include threat intelligence, service delivery, and various leadership positions at Mandiant, FireEye, and IBM in the private sector. He is a frequent contributor and presenter in a variety of industry forums/conferences.

Wei Kee
Client Services Director
Shaped By

As Client Services Director at Shaped By, Wei Kee leads the team to deliver on the promises they make, working closely with clients to kick personal, team, and business goals.

A true advocate of good design and innovative creative solutions, she works hard to ensure a strong, unified dynamic between internal/external creative, and wider teams.

Wei subscribes to an empathetic and human-centric approach to developing deep relationships with clients near and far, always ensuring that the process to achieving business success is collaborative and enjoyable.

Outside of work, she loves to cook, eat and feed.

Tom Ovens
Creative Director
Shaped By

An ambassador of embracing the art of simplicity, Tom enjoys ripping things apart to delve deeper and explore meaningful ways to create authentic and impactful visual communications.

He loves leading the talented Shaped By design team to push boundaries, build recognition and make a difference for our clients. He is passionate about collaborating with his team, partners and clients to land on creative solutions that help fulfil personal, team and business objectives.

You’ll often hear Tom swooning over a new typeface he’s discovered, or discussing ‘Tittles’ (Google with care). In his free time he loves to disappear on his bike.

Jessica Bognar
Creative Director – Brand

Jessica is an award-winning creative leader at Salesforce with a track record of transforming teams and brands through strategic storytelling, humanity, and humor. For the past eight years she’s been an integral part of building the Salesforce brand. Her current role is leading Brand & Partnerships creative.

Aaron Poe
Head of Creative

Aaron Poe is a strategic Creative Director with over 17 years of experience branding and launching natively digital companies. His passion is building brands that are simple and timeless, striking the right balance of emotional connection and functional design. Currently, in his role as Creative Director at Zapier, he leads a multidisciplinary team of brand and digital designers within the global brand studio.

Jessica Rosenberg
Director of Brand Design

Jessica has 17+ years of experience helping brands tell their stories in differentiated and breakthrough ways.

Jess’s skills as a designer, creative, and leader have been shaped by working across notable companies in advertising and tech: Crispin Porter & Bogusky, Twitter, Cloudflare, Mural, and Webflow. She’s just as passionate about coming up with the big idea as she is executing it. Jess recently joined the Design org at ONE finance leading the brand design function.

Jess lives in Austin, TX with her husband and four kids.

Rachel Gogel
Independent Design Executive

Rachel is a Parisian creative director, graphic designer, educator, and speaker based in San Francisco. She runs her own consultancy where her approach is informed by experiences both in-house and agency side. As a fractional design executive and queer leader, Rachel believes in fostering inclusive spaces that unlock human potential. She is committed to designing teams that build brands — with a focus on culture and technology. Over the last fifteen years, Rachel has led major initiatives at GQ, The New York Times, Meta, Godfrey Dadich, Departures, Airbnb, and Dropbox.

Currently, you can find her shaping employee experiences, coaching design leaders, building TV show pitch decks for public figures and media executives, and developing brand identity systems for academic institutions and startups.

Kaite Rosa
Senior Director of Brand 

Kaite Rosa is Senior Director of Brand at Axonius, where she leads the award-winning team responsible for creating a $2.6 billion brand in less than five years. Cited as one of the fastest-growing cybersecurity brands in history, Axonius has been named one of the most valuable private cloud companies in the world by the Forbes Cloud 100, along with numerous industry accolades.

A life-long writer, Kaite is passionate about using storytelling and creative concepts to define and build exceptional brand experiences. Her work on the campaign “Controlling Complexity”, starring the most decorated gymnast of all time, Simone Biles, has earned her two Telly awards.

Nick Farrar
Shaped By

Nick is the founder of Shaped By and has spent the last 20+ years in working with B2B brands. He has an in-depth understanding of what makes brands work, live and breathe and knows exactly how to maximise ROI for clients.

He is a passionate advocate for the use of creativity in strategic business thinking, and is well-versed in helping others tell their own story through design in a way that engages their audience.

Nando Costa

Nando Costa is a Brazilian-American artist-turned-designer with a wealth of experience spanning branding, motion graphics, and user experience design. As a design leader at Microsoft, he explores the confluence of traditional 2D UX, immersive three-dimensional environments, and the realm of generative AI technology.

Prelini Udayan-Chiechi
SVP Global Marketing

Prelini leads demand, growth, performance, operations, partner and regional marketing at Zendesk. Her responsibilities include driving all demand and growth for the company’s business in more than 160 countries globally across the entire demand funnel.

As well as being an accomplished public speaker, she is also a passionate advocate for diversity, equity and inclusion. Her role as executive sponsor of Zendesk’s Mosaic employee community helps people of colour and allies at the company to embrace and celebrate their differences.