| McAfee
2010 REBRAND 100 Winners > merit
Industry: Technology-Computer Hardware and Software
Component Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - McAfee is the world’s largest dedicated security technology company. They relentlessly tackle the toughest security challenges to deliver solutions that enable consumers and businesses to combat known and emerging threats.
Challenge
• increase revenue by more effectively representing the McAfee brand to consumers
• Visually and verbally differentiate McAfee from competitors
• Convey the value of the highest tier of protection
Strategy
• Differentiate themselves from their competitors by use of photography to
emphasize the liberation and empowerment consumers feel when they are free of
security threats
• Incorporate new McAfee brand components: bold secondary graphics, color palette, refreshed logo, verbal messaging, and proprietary photography to communicate security, and confidence
• Use clear messaging and typography to express product tiering
Result
• Unique, easily identifiable family of product packages differentiated through
proprietary photography applicable to both consumer and enterprise
• A packaging solution that robustly expresses McAfee’s promise to relentlessly tackle
the world’s toughest security challenges to liberate consumers from the worry of
security threat and emphasized the positive results of using their security software
• 32 packages were created including multiple bilingual for Canada and Europe for
consumer and enterprise
All package concepts were subjected to testing in the United States, Europe and Asia.
Concept developed tested very positively.
Credits:
Client: McAfee - www.mcafee.com
McAfee Team: Beth Martinez, Veronica Karnig, Dave Klenske
Brand Strategists/Designers: MetaDesign - www.metadesign.com
Package Strategy: Sean Ketchem
Design Direction: Jane Brown
Design: Scott Hammond, Geoff Philips and Dante Carlos
Program Management: Karen Sivak
Production: Jeff Allison
Photography: David Martinez
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