Elpha Secure: cybersecurity + cyber insurance
A multi-faceted brand and product experience
Elpha Secure is a New York-based startup that provides a proprietary cybersecurity and cyber insurance product through a broker distribution network.
As a brand new company, we needed to build a clear, differentiated, and trustworthy brand that could compete with established industry players and entice investors with a high-potential product to achieve our Series A funding.
Given our B2B2C distribution strategy, we needed multiple sets of communications and resources to help our brokers successfully sell our product and users understand the gravity of cyber risk to activate our application accordingly.
I began with a competitive analysis, SEO landscape exploration, and rounds of internal discovery work to flesh out our brand identity and create scalable content and design guidelines.
We established a messaging messaging hierarchy for our marketing and communications, and applied an information hierarchy to the website that balanced the needs of our broker audience, small business owners, and IT representatives.
Key findings
There was considerable repetition in messaging among key competitors, which opened the gate for a unique take on our product and service.
Technical representatives of prospective clients were hesitant to adopt an unknown cybersecurity software over a familiar product for their organization.
Solutions
We crafted a distinct brand built on carefully formulated attributes and fundamental principles. In turn, our presence was strong and consistent, and our story was fluid and compelling.
With personal demos and a deeper focus on dispelling confusion around specific tools and elements, more organizations were open to using our hybrid product.
Impact
The user dashboard design proved to be intuitive and scalable.
The marketing website and messaging compelled both brokers and organizations to reach out to us directly.
We were able to broaden our content system to govern distinct marketing, product, and customer support needs as the company grew.
Simultaneously, we built the product design strategy and prepared it for early user testing.
I worked with the Design Lead to create a taxonomy of alerts and messaging to ensure clients would be able to understand, use, and troubleshoot their custom dashboards.
A top priority was surfacing the most urgent or severe alerts prominently so our users could effectively protect their devices and organizations.
Shortly after the launch of our new website, we had an up-to-date customer support hub, an active circle of brokers, and a working software MVP with several clients onboarded. The company raised a Series A round of $20M in 2021.
