Brand / Content / Motion

Rubrik: Creating a voice in the cybersecurity market through thought leadership

Rubrik has a track record for pushing boundaries, and we love working with them for that reason. They are in the business of securing the world’s data having evolved over a decade from the backup and recovery space into providing a comprehensive data security platform for enterprise companies.

The cybersecurity market is a mind-blowing size. By 2025, the cybercrime business will be worth $10 trillion, making it the third-largest economy globally. CISOs, CIOs and IT executives have an overwhelming choice of vendors knocking on their door – so how does Rubrik cut through?

They needed to break away from the usual playbook of threat research and reimagine how a thought leadership report could be done. Here’s how we helped them do just that.

A thought leadership series for all cybersecurity stakeholders

Introducing Rubrik Zero Labs – a thought leadership series for cybersecurity stakeholders that gives actionable, vendor-agnostic insights to reduce data security risks based on real-world cyber threat assessments and best practices. 

This is a bold play – but the vision moves Rubrik from being seen as a vendor into the sweet spot of being a fountain of knowledge for all cybersecurity concerns.


  • Position Rubrik as a thought leader in the cybersecurity arena and the go-to resource for cybersecurity intel
  • Create something that captures attention and cuts through the noise
  • Presenting dense and complex data in a compelling way that gets read and remembered by CISOs, CIOs and IT and Security leaders
  • Create a community of IT and Security executives by helping them identify pertinent issues/challenges, share advice and network
  • Establish a clear point of difference between Rubrik and their competitors
  • Above all, build the Rubrik brand

Breaking away from the usual playbook

Putting out threat research is table stakes – every organisation does that. A lot of them have incredible information in there, but it doesn’t get read – unless you’re a practitioner – as it’s often 80 + pages and data-heavy.

Rubrik came to us with the ambition to reimagine how a thought leadership report could be done. The delivery was as important as the information. It needed to be accessible to everybody from the executive level down. Your CISOs. The day-to-day practitioners like your I.T. teams, your ops. People who are trying to instil the technology, solutions and safeguards.

We’ve enjoyed all aspects of this project. From working with quality independent research and perspectives, to having the creative freedom to tell the story in an engaging, impactful way and above all, the collaboration and camaraderie with various Rubrik teams that spanned the globe. We continue to love the collaboration and are delighted with what we’ve created together.

Tom Ovens, Creative Director, Shaped By

Not trading accessibility for functionality 

At the core of each report is storytelling. Each one has evolved and raised the bar for the next edition. The challenge is to make sure the story is relevant to everybody, and delivered in a meaningful way. The content must be authentic and useful as we have to convince the audience and earn their respect. We want people to feel they can relate and can consume the content which is the goal for a highly technical topic.

The structure makes sure the complicated concepts are being put together in the right sequence so people understand the journey they are being taken on. This is done by a huge collaboration between Shaped By and the Rubrik teams which has gone from strength to strength.

Evolving each report and raising the bar

The initial report was a proof of concept for the market, receiving phenomenal feedback from industry experts, peers, clients and all who came into touch with it. Recognising cybersecurity revolved around people, the second edition adopted an emotive slant in the form of a customer case study. It delved into the grim realities lurking beneath the surface, shedding light on the hard truths faced by people who fall victim to cybersecurity attacks. The third edition shifts its focus to the end user. It takes them on a journey, allowing them to choose their own adventure. This draws them in while giving a more relevant and insightful experience – while also injecting a bit of fun into the mix.

The Rubrik Zero Labs thought leadership reports have gone from a proof of concept to a biannual launch in Spring and Autumn. When things produce results they get backed – and this is now a flagship product for Rubrik.

So so so cool – love it! Great to work with the Shaped By team again – and amazing to see how things keep evolving project to project.

Steve Stone, Head of Rubrik Zero Labs

More Work

Brand / Campaigns / Motion

Conker: A future proofed new brand identity


Khoros: Improving product awareness in new sectors

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.