Zscaler partners with Grizzly to elevate its brand vision for a new era of cybersecurity

Independent creative agency Grizzly has created an evolved brand and design language for cybersecurity leader Zscaler, putting customers, experience, and Zscaler’s differentiation at the heart of the story.

Zscaler—a leader in Gartner’s newly-created SSE (Security Service Edge) category—accelerates digital transformation and helps customers be more agile, efficient, resilient, and secure.

Zscaler approached Grizzly to elevate its brand, with purposeful storytelling as an imperative, around a vision of security as a proactive platform instead of a preventative measure.

Working in close collaboration with the Zscaler brand team, Grizzly created a new customer-centric platform grounding the brand in security as an experience, with an invitation to: ‘Experience your world, secured’.

This empathy driven messaging gave way to a distinct visual language focused on the experience and outcomes of security. The “Experience Cloud” uses bold colours, immersive illustrations, human photography and more to tell the Zscaler story and revitalize its purpose.

Grizzly also partnered with Zscaler to co-create the organization’s new global integrated campaign, ‘The One True Zero’. Zscaler is continuing to prioritize leadership in zero trust and this campaign extends its brand platform by focusing on the outcomes customers experience with true zero trust security. The market is full of false promises around zero trust and security transformation and Zscaler's architectural innovation makes them the one true zero trust cybersecurity solution.

The initial brand campaign tripled its three-month impressions target at half the projected budget, and the brand expects to build on this momentum. The next phase in the project is a full website rebuild, reflecting the new focus on user experience, set to launch in 2023.

Greg Gibson, CCO and Partner, Grizzly, said: “Working with Zscaler has been an incredibly exciting opportunity to build a brand from concept to launch, bringing to life our collective vision for the future of security.

“By genuinely and positively embracing the collaborative process of redefining its core purpose, Zscaler has secured itself as an experience based and aspirational brand in a dynamic category. We’re thrilled with how successfully the new identity has been received and adopted across the organization.”

Chris Kozup, Chief Marketing Officer, Zscaler, said: The cybersecurity market is rife with brands focused on fear, uncertainty and doubt. Zscaler has a unique brand story to tell—focused on how cyber security can do more than just stop threats, it can accelerate digital transformation.

“Our brand promise showcases our differentiation while emphasizing the positive outcomes our customers experience when partnering with Zscaler. That’s the true promise of “Experience your world, secured.”