Based in Slovakia, ESET is the world’s fourth largest antivirus software company. Hugely determined and growing fast, their ambition is to become the market leader and to compete effectively in more sophisticated markets. ESET’s sheer success meant their brand had grown haphazardly since its inception; in order to achieve their goals they now needed to bring together the different elements of their identity into a cohesive whole to communicate with strength and consistency in all their markets.

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Building on strong foundations

Drawing on detailed audience research and in-depth customer interviews, it became clear to us that the solution wasn’t to throw the baby out with the bathwater and start again, but rather to enhance their existing brand. By refining their positioning and strategy, and ensuring the various elements of their identity work together, we could successfully answer their challenge.

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A positive position

Instead of using scare tactics, our approach emphasised the positive aspects of ESET’s offer, in particular how their products make the internet a safer place to work and play, encapsulated in the strapline ‘Enjoy Safer Technology’. To support this we redesigned and reworked their identity material, creating a system that enabled them to communicate across all markets, channels and media. To support this we produced a detailed set of guidelines that enabled partner agencies to create on-brand marketing, communications and experiences with ease.

Since 2010 Cubic has globally managed the ESET brand. Based in Slovakia, it is the world’s fourth largest antivirus software company.

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Communicating globally

Our work has given ESET a far clearer view of itself, enabling them explain and promote their offer with confidence and clarity. The result has been greeted with real enthusiasm across ESET; teams that once struggled to tell a clear story about ESET now have all the resources they need to present themselves as an assured global brand, enabling ESET to push forward and realise their business ambitions.

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Cubic understood and communicated our global vision beautifully and effectively. They worked with us to pin down and refine how we communicate what we stand for before developing first class brand guidelines.

Eddie Johnson
Global Marketing and Communications Director, ESET

What we did

Strategy

Research and analysis
Core proposition
Brand personality
Brand positioning
Brand architecture
Vision and values
Product architecture
Communication strategy

Identity

Visual identity
Verbal identity
Identity systems
Brand guidelines
Brand guardianship

Experience

Campaigns
Print and literature
Digital styling
Ideas generation
Corporate reporting
Photography
Iconography
Copywriting
Design templates
Office templates

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