beyond identity

case study




Beyond Identity came to us with just their name. Well, and an amazing proposition. Completely eliminating passwords for good. Because, let’s be honest, passwords haven’t really kept us secure. They’ve kept us back.

We were asked, and straight-up inspired, to bring their idea to life through a new brand. And to tell that story to a notoriously skeptical audience. Specifically, Chief Information Officers and Chief Information Security Officers.






We began with a fresh and clean brand identity—from logo, to colors, to typography and more. Our internal mantra was restraint, to keep our audience from feeling like we were spinning a message, and to stand out in a crowded, noisy market. Our work culminated in a website that allowed users to engage with the story multiple ways—through video, animated infographics and copy that delivered 100% truths and 0% smoke and mirrors.


The Apology Tour

As part of our go-to-market, we also created a digital campaign that ran on The Wall Street Journal. We dubbed it “The Apology Tour”—because the founder of Beyond Identity had essentially created the need for passwords 25 years ago when he invented the Netscape browser. And now he has come back to say, “I’m sorry,” and to right his wrongs by eliminating passwords forever.

Validating results

Obviously, everyone loves a good public apology. So we weren’t completely surprised to receive great results from this one-day media buy, including:

On the Beyond Identity website, we saw an engagement rate of 2.78 pages per session on average—showing that people had explored the pages extensively—and we measured an average session time of 1:35.

Our results confirmed what we all know. Passwords stink. And a great idea surrounded by great branding, well, that certainly doesn’t.