F5 (cybersecurity)

Brand and campaign creative

Scope of work

Drove customer-first brand strategy and vision to increase awareness and brand health during F5's transition from hardware to software and SaaS security offerings.

Impact

  • Developed B2B Persona & Buying Group refresh informed by primary research
  • Created a central F5 POV, brand narrative, and unified messaging to drive consistency globally
  • Created singular visual ID and tone of voice for the brand
  • Led the award-winning F5 brand campaign – ‘A Force For’ driving awareness and brand perception change
  • Created an Employee Advocacy campaign aligned to ‘A Force For’
  • Collaboration with Demand Gen team to have a complementary media plan with the global brand campaign
  • Mapped the F5 brand strategy across different altitudes of events
  • Advised on naming and brand architecture approach

KPIs

  • 20% increase in aided awareness in one year (brand perception research)
  • 11-point increase in aided awareness in LinkedIn paid media study
  • QBR reporting on brand health & awareness campaigns
  • Paid media awareness driving effectiveness (impressions, engagements, view through rate)