Shape Integration

After F5 acquired Shape to enhance its security portfolio with advanced AI and fraud detection, I led the design integration to merge Shape into F5’s brand. The challenge was balancing Shape’s distinct brand and customer trust with the need for a seamless visual and strategic fit within the F5 ecosystem. My focus was on preserving Shape’s brand and customer trust, showcasing key product capabilities, and creating a cohesive, unified visual system.

Role: Art Direction, Design, Strategy, Illustration

Team: MyMy Chu (Designer), Kenzie Mahoskey (Designer)

Visuals Before

Shape, Now Part of F5

The first step in integration was adding “Part of F5” to the Shape logo. This approach maintained brand recognition for existing customers while clearly communicating that Shape had become part of F5, ensuring a smooth transition without alienating the target audience.

Updated Design Elements

Illustration

Photography

Human and Optimistic: Imagery that conveys the gravity and significance of the message while evoking empathy and authenticity. Photos should capture real moments, illustrating customer challenges, pain points, and the impact of our solutions in a way that tells a compelling visual story.

Serious and Pragmatic: Imagery that conveys the weight and significance of the message, emphasizing its real-world impact with clarity and purpose.