Blender Creative

launch project

	LifeLock type: web
	Challenge: LifeLock, an identity theft protection company, was experiencing rapid growth. In just 2 years, they became an $1.5 million company, achieving customer enrollment milestones years ahead of their business development forecast. Such tremendous growth translated into a healthy budget allocation for marketing and advertising. There was only one problem—the management team had been so focused on day-to-day business operations that they hadn’t taken the time to build the brand. Identity theft identity crisis. LifeLock turned to Blender for help with brand development and positioning. The LifeLock organization was centered on a core group of employees who were very enthusiastic about their company. We wanted to understand their thoughts on who their target audience was and how consumers connected with their product. In a branding workshop, we brought together key personnel from all areas of business—sales, customer service, operations. We facilitated a process through which the employees constructed a target audience profile, identified key differentiators, and determined visual associations.
	Solution: Branding pays off. Next it was time to test the validity of the information we’d gathered. We conducted focus groups with existing customers, general consumers, and business leaders to get their feedback on consumer motivators, taglines, keywords, color palette, imagery, messaging and credibility factors. Using the consolidated information from the employee workshop and focus groups, we created LifeLock brand boards. These boards defined the company’s mission, vision and positioning statements, and established color palette, brand imagery, and core messaging. LifeLock used the brand boards during investor presentations and eventually secured $6.85 million in venture capital. Currently LifeLock has 300,000 customers and is a $35 million company as well as the industry leader for identity theft protection.