From a fear-based cybersecurity cliche
To a confident brand built on clarity.
CHALLENGE:
CyberArk — a global leader in identity security — needed to reimagine its brand for a new era. In a category weighed down by clichés and indistinguishable visuals, the challenge was to elevate a complex, technical offering into a bold, design-driven identity that reflected its innovation and leadership.
STRATEGY:
While competitors spoke in code and tropes, we focused on clarity and confidence. Our strategy was to transform the invisible — digital identity — into something visible, powerful, and human. By re-framing “identity” as both the vulnerability and the value within cybersecurity, we positioned CyberArk as the brand that protects what makes every organization unique: its people.
CREATIVE SOLUTION:
We revitalized CyberArk’s design system from the ground up — creating a sleek, credible, and future-proof visual identity anchored by a new signature device: the Forcefield. Evolved from the brand’s legacy triangular pattern, the Forcefield symbolizes protection, precision, and energy. Supporting elements — color, light, typography, and photography — were rebuilt to reflect the brand’s category leadership.
For launch, we created a cinematic manifesto film and a surreal campaign series depicting the proliferation of identity through cloning, morphing, and liquid transformation — a bold, modern break from the dark, hooded-hacker imagery that defines the category.
RETURN ON CREATIVE:
- +25% Total Revenue (to $191M)
- +68% Annual Recurring Revenue
- +38% Subscription ARR
COLLABORATORS:
Aggressive
Zelig
Behind-the-scenes
With the help of a 162 camera body scanning cage, we created highly-detailed three-dimensional renderings of our cast. Each person was then multiplied, distorted and manipulated to reflect the perils of identity proliferation.
Brand Identity
Colossus revitalized the design system to create a look that reflects the brand’s tech-forward status as the leader in the category. The brand identity includes an updated approach to pattern, photography, typography, color, light and a unique forcefield device that reflects the unparalleled protection of the CyberArk platform.
