Case study
Technical credibility translated into plain business language and a focused conversion page.
Client
SwitchedOnIT
Sector
IT services & cybersecurity
Services
Brand positioning + cybersecurity landing page
The challenge
A genuinely capable technical business was competing on jargon. The market it wanted — business owners, not IT managers — could not tell what was being offered or why it mattered.
Cybersecurity marketing also comes with a heavy visual cliche: padlocks, hoodies, green code. Serious buyers discount it instantly.
Our thinking
Position on consequence, not technology. Business owners do not buy endpoint protection; they buy not explaining a breach to their clients. Every claim was rewritten around the outcome it protects.
Visually, we went the opposite way to the category: clean, light, structured and calm. Confidence rather than threat.
What we delivered
The result
The proposition is now legible to the people who sign the contract, not just the people who understand the acronyms. The landing page gives the sales conversation a single, focused starting point.