Positioning the Sysdig brand with intelligent personality.
We completed a Competitive Creativity® analysis for Sysdig against four key competitors identifying areas where they could authentically supplement their Systematic Creativity design approach, with more memorable branding assets - both visual and verbal. Interviews with internal stakeholders and industry analysts informed our approach. 'Serious Cloud Native Security' reflected the depth and rigour of the Sysdig platform while referencing their cloud-first DNA. This positioning line was offset with the phrase 'we dig that', which brought a colloquial humanity while being a consistent reminder of the brand name in action.
The Kraken (octopus) was an existing Sysdig mascot which we evolved into a metaphor for eight strands of cybersecurity all controlled by one central brain. The fist-bump between human and kraken was designed as a visual symbol of how Sysdig helps the cybersecurity community..
To celebrate the cybersecurity community and Sysdig's place within it, we infused the core brand and product messaging into a multi-genre music album entitled with the band positioning line "Serious Cloud Native Security'. Album tracks explored the challenges cybersecurity professionals face and Sysdig's approach to help build resilience, including a track referencing their open source platform Falco.
The album was turned into an event activation with listening stations and vinyl giveaways. Music has such an emotive hook, it was a great way to tell the Sysdig story in a memorable, scalable way. Brand character (kraken) + Brand gesture (fist-tentacle bump) + Brand slogan (We dig that) + Positioning line (Serious Cloud Native Security) all were created to add Competitive Creativity® to Sysdig's brand armoury and increase the probability that Sysdig were remembered favourably and considered by the cybersecurity audience, while being outspent ten-times over by their competitors.
