Pioneering Mac security software company steps up their game
Strategy / Branding / Interactive / App Design
As the first player in the Mac security space, Intego held a huge market share for several years. But when the big players from the PC antivirus world entered the picture, the Paris-based company’s new CEO knew they needed to step up their game.
After our initial meeting in Paris, we realized there was more work to be done.
Intego’s product development, internal process, and marketing priorities were undefined, each team was siloed, no one talked to each other. There would have been no way that they could have implemented a new brand with their dysfunctional infrastructure.
When we created their new brand build, we gave them focused recommendations on how to align their values with their daily operations.
We helped define key leadership positions including a Chief Marketing Officer to manage and lead the rebrand and subsequent digital marketing efforts. Our very own Pete Wright stepped into this role for two years.
We created processes for each branch of the company (and each of their international offices) to communicate better and more efficiently, with more face-to-face collaboration and project planning.
We knew they needed to restructure and diversify their products—in addition to redesigning their interfaces and packaging—but before we got to that we helped them study their market and determine the best way to appeal to their audiences.
Leveraging Intego’s Mac-only focus became the keys to our overall marketing strategy. While Intego wantetd to retain their popular castle logo, virtually everything else was reinvented to create products and marketing that would appeal to, and build trust with, Mac owners.
While we developed a new visual strategy, we also tackled a key perception issue: Mac owners simply didn’t think their computers were vulnerable. As part of an education campaign, we personified the threats Apple users face with a series of characters known as the Security Villains.
The villains made the danger tangible, while adding some memorable design flavor to the brand.
We also built a completely custom cms that integrated into multiple legacy databases, third-party ecommerce and key-generation api’s, mailing lists, validation and automated renewal systems.
At launch the site was fully localized for five languages and internationalized for geo-targeted currency conversion and custom ad-tracking.
It was a significant departure from the previous site design, featuring clean aesthetics; wide-open layouts; custom icons; redesigned product packaging and the Security Villains.
In 2013, we completely revamped Intego’s products to be more in line with what Apple users have come to expect. We streamlined the user experience, updated the design, stripped away superfluous features and changed the way bundled packages were offered.
As part of our product strategy, we recommended the introduction of discounted software bundles and bundled renewals, which without changing their core products introduced a new, highly profitable set of products that had a significant and positive impact on the company’s financials.