Lumifi

Solution

Naming

Given the urgency of the naming deadline, our team of naming experts led a decisive 3-week engagement to identify brand attributes and generate "abstract" and "coined" names with the least trademark risk and best chance of approval.

Because the software leveraged AI and machine learning to proactively "illuminate" and automatically remediate security gaps — we explored these word definitions for inspiration.

Illuminate:
To supply light on a subject or to make clear

Magnify:
To enlarge in fact or in appearance

Luminescent:
The emission of light not caused by heat

This inspired our team to invent the one-word, six-letter, three-syllable "coined" name:

Positioning & Messaging

In parallel with our naming engagement, Everclear's team of former cybersecurity CMO's and VP's of Marketing began a positioning and messaging engagement to sharpen the company's value proposition.

Branding Audit

We conducted a branding audit of the sales & marketing materials for both companies, which provided a baseline of content for our team to sharpen, polish & refine.

"Before"

Positioning

We conducted a market analysis to help Lumifi differentiate from its well-funded industry competitors and build a positioning strategy focused on delivering turn-key cybersecurity protection for mid-sized enterprises.

"Fortune 500-grade security for companies of all sizes."

Lumifi's cutting-edge platform combined attack simulation, automated remediation and continuous threat monitoring software with a proactive managed cybersecurity service.

Breakthrough Branding™

In order to fully deliver a new brand, website, content and sales materials on such a compressed timeline, our branding and design team also began working in parallel, continuously iterating on concepts during a series of 2-week, agile marketing sprints.

Branding & Identity

With a sleek, sophisticated and shiny name like Lumifi moving its way through the trademark approval process, we began illustrating "sources of light" for the new identity and iconography.

Light
(Stars, flares or shining light)

Eyes
(The "all-seeing" eye)

Fire
(Comets, sparks or flames)

We also began curating a mood board of brand imagery that conveyed light, visibility and/or the continuous cycle of the Lumifi platform, while retaining a color palette of dark blues vs. warm, bright colors.

We found inspiration in abstract, glowing, sci-fi visualizations that guided our re-positioning and re-branding of this 10-year-old MDR services company into an innovative cybersecurity software provider.

The final Lumifi icon embodies multiple cybersecurity concepts, including an all-seeing eye, a constant source of light in the darkness and an abstract infinity symbol signaling continuous 24/7/365 monitoring.

Brand Identity

The Lumifi logo was designed to convey innovation, trust and reliability to represent the “continuous cyber protection” of its next-gen MDR solution that is proactive, always on and self-healing.

Sales Enablement

Everclear delivered professional cybersecurity sales materials to support the aggressive go-to-market launch for Lumifi's upcoming sales team & partner meetings.

Website Presence

Everclear designed, developed and wrote new content for Lumifi’s modern website presence to educate prospects about the value of its next-gen MDR platform and support sales and channel partner outreach efforts.

Lead Generation

To extend the reach of Lumifi's new brand launch, Everclear conducted a series of lead generation campaigns across Google and LinkedIn to increase brand awareness — along with re-targeted display banner ads to drive demo requests.

E-mail Marketing

Everclear wrote and designed a series of workflow-automated e-mails in HubSpot to educate new prospects about common security challenges and raise awareness about Lumifi’s next-gen MDR solutions.

Results

The new Lumifi brand was rolled out to internal Datashield employees, channel sales partners, existing customers and potential prospects to generate excitement and enthusiasm for the company's revolutionary cybersecurity software and MDR services. 

24

Days to Re-Name

+ 60

Days to Re-Brand

+ 30

Days to Go-to-Market

= 114

Total Days to Launch