As cyber security was emerging as a critical component of all modern businesses, so too, was the uncertainty surrounding legitimacy of security vendors. Red Canary, a leading security operations company, was primed to stand out as a source of truth amidst the ambiguity of mounting threats and mistrust, but lacked a strong strategy to rally internal audiences around a consistent brand message. In order for Red Canary to break through the overwhelming complexity of the category, we set out to simplify their message. Immersing in their product, brand and competitors, we were able to detect the differentiation opportunities, investigate their potential, and act responsively to secure Red Canary’s position as a trusted partner. Through a refreshed internal brand positioning and messaging, renewed frame of reference, and external copy to bring the strategy to life on their new website, Red Canary secured itself as an unwavering ally in the fight against attackers—and industry deception.