SSS Cybersecurity

Positioning to stand out amongst the staid

After recently being taken over, and needing to get quick runs on the board, SSS was needing to make a stepped-change in its market impression, and fast! In a category filled with international, self-professed ‘experts’, SSS’ space was to own its local, independent advice, backed up by its heroic customer service, simply delivering ‘Smarter Cybersecurity’.

Beginning with the development of powerful new product propositions and names, a refreshed bold new brand design system was required. Whilst retaining the original logo form was mandatory, everything else was up for grabs. However, in a category where showing clients or work is a no-go – for obvious security reasons – the brand’s visual language needed to be evocative and metaphorical, to support the use of strong headlines.

Since relaunching, SSS has begun to make some serious waves in the local cybersecurity industry, with the brand language playing a key role in supporting its big growth aspirations.

Services
Visual Identity
Website design and build
Image library
Marketing collateral

Team
Chris Meade, Strategist and Client Lead
Sam Ashby, Design and Art Direction
Eduardo Bruzzi, Web Development
Hamish Palmer, Motion Design

Abstract gradient lines disappear into black, with large impactful text stating 'strategic, independent, approachable'

SSS’ brand refresh began by retaining their existing triple-S logo and refining the typography. From there, we built a new visual language through differentiated colours, clear-yet-bold typography and abstract imagery in 2D and 3D.

A business person holds an iPad featuring the triple-S website homepage
A laptop displays a graphic section of the triple-s website

The brand speaks both loudly and quietly, combining large and small text, white space and subtle animation to create a site presence with clarity and confidence.

A row of mobile screens featuring different designs from across the triple-s website

In a category that by its nature cannot reveal too much about itself – for risk of exploitation, the brand’s visual language makes use of abstract 2D and 3D animations that illustrate and emphasise key text.

A hand holds an iPhone displaying the Remote Control webpage and graphic
A portrait advertising billboard amongst a busy transit hub
Conference screens feature graphics for a keynote speech
A graphic display of the Scouter product's statistics in use at a local council
A display of various folded and unfolded triple-s brochures
A top down view of the front side of a triple-s brochure, in black and blue

SSS’ clients are busy people, and out of respect for their time, the brand emphasises clarity through uncluttered layout and precise language. Where big cybersecurity players can obfuscate – SSS speaks clearly.

A top down view of the back side of a triple-s brochure, in orange and gold
Detail from the triple-s brochure, highlighting key products and their symbol designs
Close up detail of a graphic poster in burnt orange, featuring a large graphic arrow and text
A stack of business cards show off subtle debossing detail

Motion design adds another dimension to the brand by bringing abstract illustrations to life.

A computer screen displays triple-s' core product range

Behind SSS is a local Wellington team doing incredible work to protect their clients, innovate new products and a New Zealand company global.

Staff photographs arranged in a grid
Triple-s graphics are displayed on a screen in an elevator
Some of the triple-s team discuss a project at the conference table

SSS enters a new phase of growth, emboldened with big plans and a bold brand identity designed to stand out locally and internationally.

Other projects