BRANDING & GUIDELINES
Lookout: Brand Evolution
Evolving a security brand and building a foundation for the futureRole: Creative Director
Lookout is a cybersecurity company for a world run by apps. Powered by the most extensive dataset of mobile code in existence.
Background
Lookout had built a successful mobile security business targeting a consumer user base with partnerships with the world’s leading mobile carriers. It was now looking to expand its product offerings to global enterprise companies.
Challenge
Evolve Lookout’s brand from a consumer-focused brand to an enterprise security brand while maintaining Lookout’s core values and unify all touch-points across marketing, product, and internal employee experiences. Delivering a brand platform that resonates with enterprise security buyers and a way to educate and empower Lookout’s employees to become stewards of the brand.
Solution
We first approached the challenge with a kick-off to align expectations across groups and set up a few parameters for the brand evolution. The Lookout logo and brand green will remain the same. Everything else was open for evaluation.
Evaluating the current brand
We got started with a brand and competitive audit which included voice and tone and look and feel. As part of the process, we had numerous stakeholder interviews across the organization to better understand Lookout’s value proposition and the enterprise security audience and buyers.
We derived two key insights from our stakeholder interviews.
1. Trust is a critical factor for security buyers and the security community.
2. Lookout’s massive mobile dataset is a key differentiator in mobile threat detection.
1. Trust is a critical factor for security buyers and the security community.
2. Lookout’s massive mobile dataset is a key differentiator in mobile threat detection.
Building a trusted brand
We revisited Lookout’s current brand attributes and voice and tone to narrowed in on a few descriptors that helped better align with building trust in the security community.
We revisited Lookout’s current brand attributes and voice and tone to narrowed in on a few descriptors that helped better align with building trust in the security community.
One unified color palette
Lookout initially had two separate color palettes. One for consumer and one for the enterprise. With the new direction of the company, we unified the two palettes into one and expanded the secondary palette.
Lookout initially had two separate color palettes. One for consumer and one for the enterprise. With the new direction of the company, we unified the two palettes into one and expanded the secondary palette.
A new visual language inspired by data visualization
We explored ways to visualize data and put a system in place using basic shapes to represent different types of data.
We explored ways to visualize data and put a system in place using basic shapes to represent different types of data.
A new icon set
Icons play an essential role in marketing and product. We created a systematic way to approach icon creation to ensure a cohesive look and feel.
Icons play an essential role in marketing and product. We created a systematic way to approach icon creation to ensure a cohesive look and feel.
Putting it all together
We tested the new visual language across a few touch points and created a comprehensive guideline covering logo usage, color, type, icon, photography, and video production.
We tested the new visual language across a few touch points and created a comprehensive guideline covering logo usage, color, type, icon, photography, and video production.
Results
The comprehensive brand guidelines have given Lookout a strong foundation to build and expand on across marketing and product.
___
“Hubert is a terrific Creative Director with a strategic mind for building strong, long-lasting brands, and the ability to execute across a variety of mediums. He was able to merge the Consumer and Enterprise brands at Lookout into one wholly concise and cohesive look and feel that clearly and cleanly described the company and our benefits.”
![]()
Deb Wolf
Chief Marketing Officer, Lookout
The comprehensive brand guidelines have given Lookout a strong foundation to build and expand on across marketing and product.
___
“Hubert is a terrific Creative Director with a strategic mind for building strong, long-lasting brands, and the ability to execute across a variety of mediums. He was able to merge the Consumer and Enterprise brands at Lookout into one wholly concise and cohesive look and feel that clearly and cleanly described the company and our benefits.”
Deb Wolf
Chief Marketing Officer, Lookout