We introduced two new brand elements. First, a simple geometric shape derived from the outline of ESET’s corporate logo, rotated by 30 degrees to symbolize progress and called the "progress shape". This shape can be used in many scenarios. It can be zoomed and cropped, used as an outline, partial mask, 3d element, as long as it stays rotated 30 degrees and there is distinctive upwards movement to it.
Second, we introduced a 3D illustration of ESET's multi-layered cybersecurity approach, called the "progress deck", which serves to explain this concept and act as a unifying visual element, reinforcing ESET's identity as a technological brand. The deck consists of 4 main layers. Preventive LiveSense® with multiple defensive layers. Then connection and features related to ESET's cloud, mainly LiveGrid®. After that comes strong features powered by artificial intelligence, that help mitigate breaches and improve preventive layers. Lastly there are human experts from ESET. The progress deck uses one main camera view for the basic brand usage, but at the same time offers unlimited other views and details to use when needed.
Additionally, we refined other brand elements, primarily focusing on the colour palette. We strengthened the role of the main turquoise colour, ensuring it became the true primary colour. While it can be complemented by other colours from the brand manual, it should never be overshadowed. We also advocated for a darker palette with black backgrounds, using the primary colour as an accent or light source. This approach further establishes a more defined and technological visual identity.
Part of the project also involved aligning the updated brand with the release of ESET's new product line. ESET was transitioning from single products to a platform-based offering, for both the consumer and B2B markets. For the consumer segment, we designed new packaging for ESET's three main tiers. In the business segment, we developed a comprehensive approach to present the platform as unified while allowing differentiation of various modules, tiers and solutions. This was achieved by incorporating various details and alterations to the progress deck.
After successfully presenting and developing ESET's new identity, we were tasked with creating all the marketing assets to cover the initial launch phase. These assets are designed to be used, distributed to partners, and further developed across various marketing and communication channels. The total number of assets was over 200, and took us six months to design.
