Keith Greenstein

CRITICAL START: BRAND REFRESH

The cybersecurity industry is filled with brands that use one tactic to secure their clients: fear. Fear of attacks, fear of breaches; you name it, they’ll make you afraid of it. Critical Start was different. Their expertise and experience gave them crazy high levels of confidence which, in turn, rubbed off on their clients and kept them feeling secure in the knowledge that their data was safe. So, I brought that confidence to the forefront, and used a little bit of wit to diffuse any notions of arrogance. The result was something the industry had never seen before in a brand: Optimism.