Ontic

Role: Head of Creative Services, Brand Strategy, Brand Redesign

Ontic is a security technology company providing intelligence and protective solutions to government agencies, private protection teams, and corporate security organizations. When I joined, the company had strong subject-matter expertise and an established customer base, but its brand did not communicate the sophistication, authority, or technology behind the business.

I led the creative and brand transformation, evolving the visual identity, brand system, messaging, digital experience, and creative operations to better position Ontic as a modern security technology leader.

SEE CASE STUDY BELOW

STANDOUT METRICS

$120K Annual Agency Savings
Brand Refresh & Technical Guidelines
Website UX/UI Transformation
ADA & Accessibility Improvements

Credits
Design Support by Leksi Craig
All logos ©Ontic

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ONTIC | CASE STUDY

The Challenge

Ontic had built credibility through its expertise in security intelligence and protective operations, but its existing brand identity was muted, inconsistent, and visually dated.

The challenge was larger than a visual refresh. Ontic needed a brand that could communicate the sophistication of its technology while establishing greater authority and differentiation in a highly specialized B2B market.

At the same time, the company needed a more cohesive digital experience and a scalable creative operation capable of supporting its growing marketing needs.

The Insight

Ontic's greatest brand asset was its expertise.

The company worked with organizations operating in high-stakes environments, yet its existing visual language did not reflect the confidence, intelligence, and technological sophistication of the people and platform behind the business.

The opportunity was to make that expertise more visible and compelling by building a brand around the idea that expertise creates advantage.

This became the foundation for the positioning “Our expertise, your advantage.”

The Strategy

I developed and led a brand transformation designed to reposition Ontic as a more authoritative, technology-forward security company.

The strategy connected brand positioning, visual identity, messaging, digital experience, content, and creative operations into one cohesive system.

Rather than replacing the established Ontic logo, I evolved the surrounding brand architecture through a bolder technology-focused color palette, stronger typography, modern imagery, motion, and a more confident visual language.

The goal was to create a system that could communicate both the human expertise and technological capabilities that differentiated Ontic in the market.

The Solution

I owned the creative strategy and execution across the brand refresh, establishing new visual and technical guidelines that created greater consistency across marketing and communications.

The refreshed identity introduced a more distinctive technology color story, updated typography and imagery, and a stronger approach to motion and digital design.

I also led the evolution of Ontic's website experience, including UX/UI, navigation, page design, and content presentation. The digital experience was restructured to better communicate the company's capabilities and make complex security technology easier for prospective customers to understand.

Brand messaging evolved alongside the visual system, shifting toward a more authoritative and data-informed voice that positioned Ontic's expertise as a competitive advantage.

I expanded the content approach through video testimonials, podcasts, and other storytelling formats that gave subject-matter experts a stronger role in communicating the company's value.

The transformation also included ADA and accessibility improvements, ensuring the evolving brand and digital experience could serve a broader audience.

Operationally, I helped build a more efficient creative model by reducing reliance on external design agencies and strengthening internal creative capabilities.

The Outcome

The transformation gave Ontic a more sophisticated and cohesive brand system that better reflected the company's position as a security technology leader.

The refreshed identity and digital experience created greater consistency across the customer journey while giving the marketing organization a stronger foundation for communicating Ontic's technology, expertise, and value.

The shift toward an internal creative model also generated approximately $120,000 in annual savings by reducing the company's dependence on external design agencies.

Together, the brand, digital, content, and operational changes positioned Creative Services as a strategic business partner rather than simply a production function, giving Ontic a scalable creative foundation for continued growth.