RSA Rebrand
Category:
UX Strategy & Visual Design
Duration:
Ongoing
Client:
RSA Cybersecurity
The Problem
RSA Security was undergoing a full rebrand, moving away from the padlocks-and-keys aesthetic of traditional cybersecurity toward something more editorial and fashion-forward. The challenge wasn't just making it look good. It was figuring out how a bold new visual identity actually functions as a website, translating a moodboard into a system that works for real users with real questions.
The Constraints
Client direction was intentionally loose by design, the brand vision was set, but the execution was largely mine to define. That creative freedom came with tight deadlines and the pressure of making judgment calls without a lot of guardrails.
My Approach
The most significant strategic decision came on the resources page. Users coming to a cybersecurity resource library don't arrive thinking "I want a datasheet," they arrive thinking "I need to understand AI threats" or "I want to learn about data security." I had two filtering options on the table: filter by content type (blog, datasheet, video, infographic) or filter by topic (AI, cybersecurity, data security).
I pushed for topic-based filtering. The content type is irrelevant to the user's actual goal — getting their question answered. This single decision reframed the entire resource page from a content archive into something people actually want to use.
My Approach
The most significant strategic decision came on the resources page. Users coming to a cybersecurity resource library don't arrive thinking "I want a datasheet" — they arrive thinking "I need to understand AI threats" or "I want to learn about data security." I had two filtering options on the table: filter by content type (blog, datasheet, video, infographic) or filter by topic (AI, cybersecurity, data security).
I pushed for topic-based filtering. The content type is irrelevant to the user's actual goal — getting their question answered. This single decision reframed the entire resource page from a content archive into something people actually want to use.
The Visual Direction
The rebrand called for light, movement, and mood over literal imagery. I brought that to life through full-bleed video backgrounds and a layout language that feels more like a design magazine than a software company. Cool, confident, and completely unlike anything else in the cybersecurity space.
Status
This project is currently in development and has not yet launched.
