Role

Messaging & Positioning Strategy
Creative Direction

Team

Madeline Kelly, Brand Design

Allan Ziolkowski, Design Advisory

The Challenge

Beyond Identity had evolved far beyond its origins as a passwordless authentication provider, but the brand hadn't kept pace. The company had built the first and only identity security platform designed to eliminate identity-based threats at their source, yet the market still perceived them through the lens of their original solution.

This created a fundamental disconnect. While the platform now addressed the three root causes of identity attacks — weak credentials, insecure devices, and point-in-time access decisions — the brand identity, messaging, and positioning didn't communicate the breadth or boldness of what Beyond Identity had become.

The challenge was clear: reposition Beyond Identity from a point solution to a category-defining platform, and do it in a way that resonated with security leaders who face identity as their number one threat vector.

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The Content Strategy

The strategy centered on a fundamental shift in how Beyond Identity talked about itself and the problem it solves. Rather than leading with features or capabilities, we built positioning around a bold truth: identity is the most exploited attack vector in enterprise security, yet most organizations treat it like plumbing instead of a critical security control.

Core Strategic Pillars

  • Reframe the Category: Position Beyond Identity not as an authentication provider, but as an identity security platform delivering security guarantees. This shift moved the conversation from "how do users log in" to "how do we make identity compromise impossible."

  • Sharpen the Value Proposition: Developed messaging that speaks directly to security leaders with precision and urgency. No jargon, no feature lists — just clear articulation of the business impact: eliminating the attack vector responsible for 70-80% of security incidents.

  • Build on Conviction: Created a voice that's confident and uncompromising. The messaging reflects the strength of the platform and challenges the status quo: "You wouldn't build a network without a firewall. Why would you deploy identity infrastructure without its equivalent?"

  • Elevate Technical Credibility: Positioned the platform's technical approach — device-bound credentials, continuous authorization, device trust — as the foundation for security guarantees, not just features to check off.

Creative Direction

Working alongside the brand design team, I creative directed the execution of this strategy across the homepage, key solutions pages, and partner communications. The goal was to create a digital presence that felt as hardened and high-assurance as the platform itself.

Homepage: Structured the narrative to immediately establish category leadership and communicate the core value proposition. The messaging architecture moved visitors from problem (identity as the #1 attack vector) to solution (Beyond Identity as the only platform built to eliminate identity threats) to proof (customer outcomes and technical differentiation).

Solutions Pages: Developed content frameworks that balanced technical depth with business impact, ensuring each page spoke to both security practitioners and decision-makers. The messaging focused on outcomes — what becomes possible when identity is no longer your weakest link.

Partner Posters: Creative directed two poster designs sent to current clients and partners as physical brand artifacts. These pieces brought the new visual identity and messaging to life in a tangible way, reinforcing the boldness and momentum of the rebrand beyond digital channels.

The Results