Ontinue Brand Development

BRAND STRATEGY
Mid-sized companies face a fundamental challenge: to innovate and grow with limited resources. New tech investments can help, but they often introduce security risks that can’t be addressed by existing staff. And as we all know, security threats are nonstop. With Ontinue, mid-sized businesses have an always-on partner who brings the sophistication of a global enterprise SecOps team to their daily operations. A partner who works nonstop, preventing breaches while continually improving their security posture. That’s Nonstop SecOps, the driving idea behind Ontinue and the foundation of their brand platform.
The Ontinue name was a clever take on “Always on” and “Continuous protection.” It’s easy to say, easy to remember, and unique in the landscape. We also secured the .com URL.
VISUAL EXPRESSION
The logo is directly tied to the brand concept of Nonstop SecOps. The arrow and letterform reinforce the idea of always-on protection. The “O” is a device used for the app chicklet, favicon, swag branding, and watermark.
The color palette pushes the brand out of the reds, greens, and blues commonly used in the security space. We also incorporated a “sonar sweep” design treatment to amp up the idea of continuous protection, which comes to life with subtle animations and in static form as well.
THE OUTCOME
The brand launched on time and on budget. The brand positioning was embraced instantly and at launch and social channels were flooded with the “Nonstop SecOps” messaging. And share of voice increased 15% in the first month.