Oleria

Client
Oleria Identity Security

Context
Northbound Brand Client Work

Role
Namer; Account Manager; Strategist

Team
Northbound Brand — Sam Temple Neukom, Natalie Balthrop, Eric Jackson
Oleria — Jim Alkove, Jagadeesh Kunda, Jeremy Korst

Challenge
Most identity security software cannot keep pace with growing threats. Enter: a new digital identity security product that allows for full clarity and control of access. How can this company build a brand that differentiates its offering from the crowded digital security market?

Process
Competitive audit
Positioning statement
Brand narrative
Creative brief development
Company + product naming strategy
Company + product naming development

Strategic Response
The majority of digital security companies market themselves as impervious to threats. They hinge on the sense of fear customers feel around faceless cyber dangers that threaten home, financial, and workplace safety. In collaboration with the client, we positioned the new company on the weightless peace-of-mind found when data and identity are safe, developing a brand that stands out from the sea of safes, locks, shields, and armor found in competitors’ identities.

Inspired by the Oleria genus of glasswing butterflies, the name reflects the serenity and trust associated with transparent identity security. The visual identity draws on the delicate beauty of nature, creating a sense of peace and reliability. The subdued and dynamic tones grounded in rich earthy red set the stage for the oscillating typography, evoking the movement of a butterfly. The team won the 2023 Transform Gold Award and 2024 Hermes Platinum Award for naming strategy.