Cybersecurity protects our future, but Rapid7 was stalled in the past. It was a company with cutting-edge tech and groundbreaking research, but their brand? Let’s just say Windows ‘95 called and wanted their identity and clip art back. The design system was dated and inconsistent, the brand architecture in disarray from acquisitions, and the messaging convoluted and void of emotion or cohesive story. Nothing a brand refresh can’t fix!

To execute this brand overhaul, I built the company’s first-ever Brand organization—encompassing Brand Strategy, Content Strategy/Marketing, and Creative Studio—and instituted a brand-led messaging and content strategy as the backbone of the revamped identity system. In less than a year, Rapid7 was back to the future.

This extensive refresh started with brand purpose and story as the north star. Based on that foundation, we reinvented the visual and verbal identity—looking at what elements of the existing system had equity and where we could evolve. 

We saw an opportunity to embody the 10,000 foot perspective only Rapid7’s platform could give. The result? An open, optimistic brand that puts visibility, confidence, and our society’s protectors at the forefront.