Sophos (cybersecurity)

Brand and campaign creative

Scope of work

Modernized the 40-year-old brand identity, launched its first logo refresh in over two decades, and introduced an integrated marketing model and global brand campaign to unify storytelling across regions. I also led the in-house Creative Studio, boosted content creation efficiency with Gen-AI tools, and developed a bi-annual brand perception report to guide our content creation strategy.

Impact

  • Modernized Sophos’ 40-year-old brand and visual identity across digital and event touchpoints, including its first logo refresh in 23 years
  • Created and launched the overarching global brand campaign to create top of funnel awareness and consideration, increasing influenced pipeline revenue and Marketing Qualified Leads (MQLs)
  • Centralized storytelling by introducing an integrated marketing model to be used globally
  • Led the in-house Creative Studio team supporting digital, video, events, and campaign asset creation; leveraged Gen-AI tools to boost efficiency in content creation
  • Identified weak spots in brand perception that informed the overall content strategy across the marketing funnel by introducing a bi-annual brand perception report
  • Onboarded new company acquisition (Secureworks) into the Sophos brand

KPIs

  • Positive brand awareness results in brand lift studies linked to new creative direction

  • Increased email open rates due to new visual ID
  • Increase of Black Hat event footfall as part of new modernized event presence
  • Drove millions of dollars in influenced pipeline through webinars and other tactics