RANGEFORCE
Brand Strategy & Identity
Client Type
Private
Project Duties
Creative Director:
Brand Strategy
Brand Identity
Copywriting
As one of America’s fastest growing cyber tech companies, RangeForce were looking to better market their unique proposition: a game-changing take on cyber security training that puts teamwork at the heart of what is traditionally an individual skills platform.
To convey this change, and their unique outlook, they wanted a brand that stood out in a sector full of ‘virtual-looking’ digital identities made of pixels and data viz. I took this and ran with it.
A bright, disruptive colour palette, heavy fonts and straight-talking language are complimented with a library of bespoke imagery based on real-world textures that create an atmosphere of impact and weight, and subtly represent a saviour or a light in the dark. This theme of terrain represents a move away from the classically ‘virtual’ feel of the sector towards one that relates more to the very real-world nature of training humans to work together.
Key to the new brand was a suite of bespoke imagery, born of the belief that despite RangeForce’s platform being online - and the experience a virtual one - the change they effect happens in the real world.
I wanted to bring this feeling of reality to a conventionally digital sector, to create a point of difference in the visual brand that reflects the same in their ideology.
At the core of this was developing a way for the client to create visually impactful messaging, for both digital and OOH use, in-house, on demand. I designed a series of backdrops that would act as frames for headline messaging, creating the illusion that the type was part of the image, illuminating the scene.
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Using a custom AI workflow that I developed, I created these hero message images, as well as a range of key visuals that brought the logo to life, for use in various ‘hero’ locations and a range of images depicting various rock-like textures for more subtle background use.
A combination of Midjourney, Adobe Firefly, Illustrator, Photoshop and Topaz Gigapixel gave me creative freedom but also allowed me granular control over the logo consistency, something AI is not very good at natively.
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One of the key products in RangeForces SaaS platform is the near-instant on-demand cyber range, which is unique to them and uses technology they developed for the Pentagon. The concept of a virtual practice ‘range’ informs a lot of the sector-specific language and this theme thus informed the logo, with a scope or sight depicted in the negative space created by 4 arrowheads, representing the coming together or people for common purpose.
