Director of Brand
and Creative at Illumio
When I was promoted to the role of Director of Brand and Creative, Illumio was a fast-growing cybersecurity company with strong technology and a visual identity that still reflected its startup origins. The opportunity was to evolve the brand to match its maturity and position Illumio as a sophisticated, category-defining leader in breach containment and Zero Trust security.
In partnership with the CEO and alongside a talented internal team, I led a comprehensive transformation of Illumio’s brand system — spanning messaging, visual identity, and scalable design infrastructure.
Breach containment
visual narrative
When “Contain the breach” became our defining tagline, we rejected the industry’s fear-driven tropes — dark palettes, hooded hackers, abstract chaos. We built a narrative imagery system that visualized control: a warm, utopian cybersecurity landscape where floating orange containment boxes revealed micro-segmentation at work. Intelligent protection in the face of real risk.
Setting a storytelling imagery standard was first. Then we developed a system of typography, colors, brand elements, and patterns to support the narrative and integrate across marketing channels and experiential design.
The brand launch campaign performed 300% greater than predicted benchmarks.
