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Calseta

How Calseta Became a Full-Scale Brand That Grows With Them

Hi Reader,

Today, we’re dishing out our next Design Dispatch deep dive about our client, Calseta—a first-in-class cybersecurity platform that makes it easier than ever to manage attacks and individual incidents.

Here’s what you need to know: when we first start crafting a brand identity for a client, we start with how we want their target audience to feel. Because not every brand is looking for a way to get the warm fuzzies or have a psychological reckoning from the inside out.

In the case of our client, Calseta, it was more important for us to blend a brand identity that felt reliable and trustworthy while making it look like it could still fit into its tech-ish category by appearing both sleek and modern.

Because we were also working on their ENTIRE brand experience—their branding, their website, and yes…even the product itself…it was important for us to make sure that each individual asset could stand alone on its own, but also together as a whole.

We also had specific, tangible actions and outcomes we wanted targeted users to take. The Calseta website wasn’t just a floating billboard or a place for a potential customer to get a phone number or read a blog post. Their website was about making highly complex concepts about cybersecurity not only feel understandable.

We also wanted that information to progress someone further along on their buyer’s journey—and that took strategy. We also built some of the early prototypes of their product which meant that the brand, website, and product all had to make sense aesthetically while still driving the desired results for each channel.

During our initial discovery process, we also found that while some cybersecurity platforms loved to tell you about how their platform worked, most weren’t so great at showing you real screenshots or other targeted previews of the technology at work.

We made it our mission to not only map the key areas that a customer would either want to discover or test drive before inquiring for more information. We also created a clickable prototype that allowed conversations with prospects, investors, and engineering to look and feel like the real deal.

Compared to bigger agencies, here at Emerald, our small team of two is able to work directly with your brand across three avenues—brand, website, AND your product. Unlike most agencies, where you’re working across multiple departments or creatives, you’ll get our brand expertise across every touchpoint, ensuring you have a seamless user experience.

​Click here to see a product tour of what we created.

We also managed this project while collaborating with Calseta’s co-founders which only gave us a clearer line of direct communication about how our deliverables would drive results. We also had a smooth project management process that allowed us to stick to our quoted deadlines, including a weekly standing meeting with the Calseta team so their project stayed on track and was delivered on time.

Because we didn’t just apply one blanketed approach or “The Emerald Way” to this project, we were able to treat it like a true, customized set of deliverables without any of our own biases or generalized standards. As a result, our website for Calseta is recognized among prospects and customers for just how easy it is to navigate.

During our work on Calseta’s project, we were able to create a sleek customer journey by…

Crafting a high-caliber, premium brand across all touchpoints that was intentionally designed so it would grow + evolve with them through their startup journey

Investing in customer education + their long-term buyer’s journey as an early stage startup while creating more opportunities for ROI that compound over time

Creating custom-tailored animations that made their seemingly complex technology appear simple, sophisticated and easy to adopt

Showcasing the product road map in a simple format for areas still technically under development that were already in progress on their “still to build” list

Building a complete product design system with the ability to easily add new features or capabilities without needing a complete rebuild in a year

Incorporating custom iconography and diagrams that the team could use in other sales assets and presentations to support their customer acquisition process

Telling the current product story + future plans for their product and brand, even if it was still technically under development or a work in progress

Here at Emerald, we're not just here to design a project or asset from what we “think” might work. We’d rather ask you, your team, your stakeholders, and sometimes…even your target audience what questions they have and what they want to see. Because we don’t design cookie-cutter websites or brand identities. We’re here to create a custom-tailored experience that’s as unique as you are. Click here to learn more about our services or fill out this form and tell us about YOUR next project.

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Until next time,
Charlee & Leah

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