CyberClan

CyberClan provides enterprise security with a human response for small to midsize enterprises and channel partners through comprehensive risk assessment services, 24/7/365 managed detection and response services, and lightning-fast breach response.

Formerly known as NTL (Network Test Labs), the business was established in Canada specialising in vulnerability assessments and penetration testing within the gaming industry. Their offering has substantially shifted and evolved having grown from three employees in 2006, in one market, to over 115 employees since rebranding with clients in nine countries and offices in the United Kingdom, Canada, and the United States – now a leading global Managed Security Services Provider.

Motel were recommended to NTL and initially tasked with creating a new website to showcase their new and evolving service offering. It was clear from the outset that the existing branding and name were no longer best equipped to achieve the future goals and ambitions of the business, together with the lack of a strategic brand positioning.

Following brand workshops and internal stakeholder interviews a new strategic brand positioning was established: Cyber Security with a Personal Touch.

Both naming and design briefs could then be articulated around the new strategy – core to the fundamental vision and attributes of the business and it’s offering.

We explored +1000 name options, identifying 50 we felt had potential, which were then reviewed based on their availability. This led to 10 proposed name candidates, reviewing these against key criteria with the senior management team, before identifying one outstanding name candidate which was available, relevant and distinctive – CyberClan.

This was chosen for it’s differentiating personal approach to the people and team (‘clan’) within the organisation, it's clear link to their service offering (‘cyber’) together with clear standout amongst a sea of abstract and security driven product names.

With an agreed name we were then able to explore and define a new visual look and feel for CyberClan that fit the brand positioning that stood-out against their competitors. We proposed a series of varying creative concepts exploring logo, colour, typography, imagery style and visual graphic system – demonstrated across a series of applications including digital, environment and print.

The chosen concept was favoured in light of it’s professional, security-driven visual theme which importantly balanced the personal, human aspect of the business The colour palette was transformed from NTL’s previous red and grey (not differentiated when reviewing competitors) to a combination of dark blue and turquoise – which created strong standout within the market.

Since rebranding Motel have been integral in the rollout of the new brand with a new website, sales and marketing collateral, event graphics, custom social graphics, brand animation, bespoke brand led imagery, product sheets, brand guidelines and Microsoft PowerPoint Templates to name a few.

The rebrand of CyberClan in 2020 provided the business with the foundation, tools and drive to grow – client cases have gone up fourfold and their revenue has more than tripled with continued expected growth.

+ Revenue: $6m–$20m

+ Staff: 12-120