Rebranding Perception Point: brand's voice and values, Visual Identity, website, color palette, and icons.
Perception Point is a Prevention-as-a-Service company, built to enable digital transformation. Trusted by global enterprises, our Gartner-recognized, revolutionary platform offers a 360-degree protection against any type of content-based attacks, across all collaboration channels, in one simple solution. Built by and for IT and security experts, our service is incredibly easy to deploy, maintain and update according to the newest attack techniques.
Re-examining the brand's voice and values
Perception Point has already built a reputation, and we felt it was time to take our brand to the next level. Whilst we had a strong existing identity, we ultimately felt that we could adopt a new look and feel to better reflect who we are and make it more precise in reflecting our brand values and more cohesive with our product.
As we don’t provide only technology but a complete solution that includes unique technology alongside comprehensive service, it was essential for us to be precise in our identity and our values.
To do so, during the branding process, we decided to highlight the following design pillars that reflect our vision and aspiration. They are agility, speed, modern, clean, seamless, advanced, and of course—excellent.
These messages, together with our proven ability to provide better prevention, allowed us to coin a new term that encapsulated all of the above in 4 words (or one phrase), “Prevention-as-a-Service.”
The goal was to give a visual expression of our values and showcase them in a clear way. We had to think of a way to emphasize that we protect content across all channels. We wanted to explain that information travels everywhere in a fast and seamless manner.
We chose to use the Morse code theme—which shows that content travels between places, everywhere, and anywhere. It also shows this is the core of any organization—without communication, there’s no business. We’re here to protect that connectivity.
We translated our design identity into two styles. One for our platform and services, and the second for the threats we’re facing. One is strong, solid, and futuristic while the other one is dynamic and fast.
Style-wise, we decided to go for a minimalist and modern feeling, which correlates with our technology approach. For this theme, we choose a clean, clear color for our backgrounds instead of the gray color used until that point.
This small change created a significant difference between the two versions of our brand. It allowed us to highlight key points using more stylish orange and blue colors where needed.
Colour Palette & Icons
We also wanted our palette to feel vibrant and fresh while staying true to the original brand colors. We expanded the color palette to more shades of blue, orange, and gray adding more ”life” into our design world. You know, the world is not black and white – it’s also gray, blue, and orange – just look at the sunrise and dawn.
The main colors served the design when communicating messages related to Perception Point as a whole, while the secondary colors allowed us to express messages relating to different topics like protection, threats, services, and more.
Designing the new website
We changed our main message to make it more approachable for any visitor looking to learn about content-based security in general. Therefore, we divided the platform tab in the menu bar into two sections: threats and by channels. We, of course, linked them to each other as they are highly connected.
Each one of the tabs has its threat and the component in our system that protects against it. Each tab starts with a full explanation of the threat/channel that needs protection. Then we provided examples, case studies, and blogs relevant to each subject.
To ensure all was clear, we gave much more emphasis to the content we produced. We expanded our blog to include more topics, and we have started to share our Research and Incident Response Teams’ knowledge. We gave it a lot of space on each tab and on each page so people will know where to look and to benefit from it.
Wrapping it up
We wanted to highlight our approach of delivering an ongoing service that evolves and improves for the benefit of the customer. In addition, we wanted to show the world that we’ve matured significantly. It’s pretty unique that a small Israeli startup has developed into a market leader in its domain.
We also wanted to show the agility of our solution. By adopting a new look and language, we’ve shown our ability to adapt and interact smoothly with our stakeholders across multiple touch points.
As a lean team we knew that a full rebranding was going to be a stretch, but if we were ever going to do it, now was the time. Our mission had many goals: unify the company around one common brand story, form stronger connections with our audience and provide a solid foundation for future growth.
We believe we achieved that in our new design. What do you think? Viwe the new website HERE