Identity protection is serious business. But making people understand it, trust it and want to use it takes more than technology. Working with x15ventures and CommBank, we transformed an early-stage digital identity protection concept into Truyu, a fully realised consumer brand in just three months.

Built around protecting the "true you", we developed the positioning, customer proposition, name, visual identity and go-to-market strategy.

The design system made a complex security proposition feel simple, personal and accessible. From the human figure embedded in the letter "y" to the typography, colour, photography and app expressions, every element helped make identity protection more human. The result was a distinctive, cohesive brand designed to launch quickly and evolve with the product.

With a limited budget, and ambitious sign up targets in our 3 month pilot window, we implemented a targeted PR strategy to get people talking about their digital security (and, more specifically, their lack thereof) fast.