The Importance of rethinking

The Importance of Rethinking

Simplyfying a complicated project

Art direction, campaign design, print & digital

Brunswick is a global advisory firm specializing in business-critical issues. They help clients navigate the interconnected financial, political, and social worlds to build trusted relationships with their stakeholders. Brunswick approached Merchant Cantos for a campaign to advertise their expertise in cybersecurity. I was brought in mid-way through the project after it had stalled.

Brunswick's brand guidelines mandate the kind of diagonal division you see below, and I was asked to design to include this visual treatment.

Rethink and redefine the problem

It quickly became clear that the project had stalled because the design thinking wasn't clear enough. Together with the Creative Director, I rethought the design approach. I conceptualized the diagonal line as the border between Crisis and Solution: Brunswick's own brand graphics contained the problem and the solution.

Keep it simple, please

I decided to simplify the representation of the cybersecurity challenges into easily digestible graphic metaphors. For instance, in Real Expertise, a rain of arrows represents these confusing and relentless challenges—and it's Brunswick who makes sense of what’s happening, giving real advice to cyber threats.

Plan and prepare: The threat of a cyber attack can be a confusing, shifting maze. Brunswick cuts through, helping companies see around corners and bringing clarity to the myriad of options and confusion that is cybersecurity.

Employee advocacy: An uncoordinated employee base, in which every party goes its own way, can be a huge vulnerability. Brunswick cuts through the disorganization, bringing a sure plan that’s ready for a crisis.

Regulatory and public affairs: Dealing with cyber regulations and governmental parties can be a Gordian Knot of complexity. Brunswick helps companies be proactive and reactive and find a clear path out of the confusion.

Leadership: Being heard in the cybersecurity discussion means having leadership that can speak with a clear, authentic voice. Brunswick translates the technical into the strategic so our clients can rise above the noise.