We Secure That Campaign
Objective: Develop a brand campaign that differentiates F5’s security solution from its competitors. The goal was to ensure customers clearly recognized F5’s ability to provide comprehensive, end-to-end protection for any application and API, across all infrastructures.
Role: Art Direction and Design, guiding a team of designers and writers. Partnered closely with copy lead.
Early Concepts
During the brainstorming process, 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
“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.”
Meet 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
Final Frankenstacks
The Creative Framework
The design framework established a cohesive visual strategy, guiding customers from awareness to conversion. The Frankenstacks played a key role in the discover/learn stage, capturing attention and leading audiences to the learn stage, which ultimately drove conversion.
Paid Media & social Examples
Through continuous iteration and testing, I 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 and content guidelines, example assets, and resources for internal and external partners to ensure consistency across all campaign materials and channels.