Evolving THREATS CALL FOR evolved thinking
"Your team have done a great job of building trust, and you feel like a real partner to us. Thank you to you and your team for your support. Excited to see what’s next!"
POPPY GUSTAFSSON | CEO
How we
Partner
A pioneer and first-mover in AI-powered cyber security, Darktrace struggled to convey the value of its extraordinary technology. The brand needed defining. Purpose, vision, key value drivers and even product taxonomy remained unclear. The company needed a unified story for external and internal audiences.
Brand Strategy
& Global Rebrand
We started with brand strategy supported by discovery that included dozens of stakeholder and customer interviews across major markets, competitive research, media audits and more. We re-imagined how the technology vision was expressed, along with an improved, intuitive product taxonomy that made products easier to sell and understand.
A more modern, relevant and strategically grounded logo and set of design principles came next. Our mission was to enable internal Darktrace teams to take the brand guidelines and run, empowering them to build from a solid, easy-to-interpret foundation.
Events
Global Livestream
Managing Darktrace’s major meetings and events often requires a hybrid approach, including a worldwide all-employee broadcast hosted at the McLaren Technology Centre, streamed live to viewing parties in NYC, LA and London.
Tradeshows
& Activations
We brought the vision to internal teams and customers through hybrid launch events and sales kickoffs and an immersive booth experience at Blackhat, one of the biggest shows in cyber security.
"We trust the CG Team with our big moments — from design, to video, events to brand and message development. They're able to quickly get to the core of a big idea and turn it into a impactful story."
NICOLE EAGAN | Co-Founder & Chief Strategy + AI Officer
Mclaren F1
Partner Branding
Working closely with Darktrace and McLaren to maximize the partnership, we take great care in getting the details right, including optimizing the logo on the car’s rear wing through numerous micro-adjustments. From outfitting branded trackside properties to designing activations around races to creating videos with McLaren racing footage, this partnership is built for excitement.
Source: Florent Gooden
Source: Florent Gooden
Broadcast
tv Ads
The CG content and video team combined McLaren Formula 1 footage and an original script for a high-impact broadcast commercial running on CNBC.
CNBC TV Spot
Customer Success Films
Darktrace relies on CG Creative to tell its most important stories through video case studies for customers like the Qatar World Cup, the City of Las Vegas and Royal Caribbean.
Qatar World Cup
Royal Caribbean
Annual
Reports
We brought the vision to internal teams and customers through hybrid launch events and sales kickoffs and an immersive booth experience at Blackhat, one of the biggest shows in cyber security.
Results
With a clear story to tell, Darktrace took its new brand to market and accelerated its incredible growth trajectory.
203%
Revenue Growth
2019-2023
50%
Increase in Customers
$5.3 billion
Acquisition in 2024