We Secure That Campaign
I led the development of a brand campaign positioning F5’s security offering as the go-to solution for end-to-end protection across apps and APIs. The challenge was unifying a complex, multi-product story into a clear narrative that resonated with technical audiences. I drove the campaign from concept through execution, aligning cross-functional stakeholders along the way.
My Role: Art Direction, Design, Strategy, Illustration
Team: Joel Ertsgaard (Creative Director), Julia High (Content Lead), Eileen Laitinen (Designer), Kenzie Mahoskey (Designer)
Concepting
During the brainstorming phase, we explored a range of concepts presenting F5's security solution as approachable and customer-centric. We considered themes including the power of AND, nostalgia, and the human impact of cybersecurity, emphasizing its relevance in everyday life.
Where we landed – The Narrative
“You’ve poured your heart and soul into building your digital fabric. Do you really want to reconfigure everything you’ve created just so you can secure it?”
“Choose security that helps your business function like a well-oiled machine. Security that fits what you have–all your apps and APIs, including legacy and modern ones. Your entire infrastructure, whether that's on-premises, in multiple public clouds, at the edge, or all of the above. Choose security that can protect what you worked so hard to build.”
Where we landed – the Frankenstacks
The Frankenstacks are visual representations of our customers' unique tech infrastructure. This customer-centric concept is brought to life through the whimsical illustrations.
Early iterations of the Frankestacks
User testing revealed that the initial Frankenstacks came across too much like bots, an association we wanted to avoid due to its negative connotation in the tech and cybersecurity space. We kept iterating.
Final Frankenstacks
The Creative Framework
The design framework established a cohesive visual marketing strategy, guiding customers from awareness to conversion. The Frankenstacks played a key role in the discover stage, capturing attention and leading audiences to the learn stage, which ultimately drove conversion.
Paid Media & social Examples
Through continuous iteration and testing, we optimized deliverables by isolating one variable at a time, driving incremental yet impactful improvements.
Animation: Jess Eith
Landing Page Example
Preview of the Campaign Guidelines
I created campaign guidelines to ensure strategic alignment and a cohesive rollout.
Build-A-Stack Internal Program
I piloted the Build-A-Stack program, creating a shared space for F5 employees to build their own, unique Frankenstacks to share on their social channels. Employee-shared posts consistently outperformed corporate channel posts, driving higher engagement and visibility.
Frankenstacks at events
Digital Toolkit
I developed a toolkit that housed creative guidelines, example assets, templates, and resources for internal and external partners to ensure consistency across all campaign materials and channels.