F5 (cybersecurity)

Director of Brand Strategy, 2022-2024

Led brand strategy and vision at F5 during its transition from hardware to software and SaaS security, defining the company's point of view, visual identity, and the award-winning 'A Force For' campaign that drove measurable awareness growth in a single year.

20%

Increase in aided awareness in one year

11-pt

Lift in aided awareness via LinkedIn paid media

Award-winning

'A Force For' brand campaign

Scope of work

  • Defined F5's brand POV, narrative, and unified messaging for global consistency
  • Created singular visual identity and tone of voice for the brand
  • Led the award-winning 'A Force For' campaign driving awareness and brand perception change
  • Refreshed B2B personas and buying groups through primary research
  • Owned brand architecture and naming strategy across the product portfolio
  • Built employee advocacy program aligned to 'A Force For'
  • Partnered with Demand Gen on a complementary media plan for the global campaign
  • Mapped brand strategy across different altitudes of events

Brand and campaign creative