In the highly competitive realm
of cyber security, fear language and grandiose claims are commonplace. When
TrustPipe explained how their technology works to block attack vectors at the
network level (admittedly, they had to explain it a few times before we ‘got
it’), we knew they needed to find a way to differentiate their solution from
all the noise out there.
When you’re a CIO or a CSO…or a CISO (it’s a thing), your job is to keep your organization safe. When everything is protected, your property is safe and hackers can’t get at your information…what does that mean? It means nothing bad is happening.
This little revelation led us to pitch a tagline: we make nothing happen. The client loved it.
We make nothing happen then became the inspiration for the design aesthetic of the entire site. Rather than the dark, doom-and-gloom palette that occupies the majority of competitor sites, we decided our design approach would say ‘Come to the light’.
The complexity of the TrustPipe technology, combined with the lack of imagery (you can’t see it, it’s just there) made for a unique design and communication challenge. How could we surface this breakthrough discovery using only words and abstract shapes?
The resulting ‘content-first’ design carefully blends typography, thoughtfully placed animation and subtle imagery to communicate the TrustPipe story. We are all very happy with this website; it’s no small task to create a responsive, visually compelling site with little to no pictures.
It’s great when every page of a website has more or less the same amount of words. It’s also nice when everyone interacts with content in the exact same way. As we know, both of those scenarios are far fetched. But that’s ok! Situations like this can present some fun opportunities to play around with different effects to feed the user content in bite-sized pieces.
For example, on the TrustPipe Technology page we were faced with a disproportionate volume of content. Editing down the information was not an option. Rather than lay it all out into one massive wall of copy and die a little bit on the inside, we got our modal on. Poor modals have such a bad rap! Over here, we have embraced user controlled modals as a handy way to break off content for the kinds of people who love reading Extra Information (we all know at least one).
In the case of the Tech page, we distilled the three phases of how the technology works into digestible panels, then included a button to launch a modal ‘deep dive’ with salient insights from the Chief Scientist. Don’t care about extra info? You don’t have to open the modal. You might prefer to navigate back to the homepage and reactivate the ‘spidey effect’ in the hero. See? Something for everyone.