The challenge
xTriage is the premium GenAI security service by CloudEdge, developed in collaboration with Radiant and Prompt Security. The mission was clear but far from simple: How do we launch a new solution in a market already saturated with major players, all claiming to be the “most innovative” and “best-in-class”? How do we generate awareness for something people don’t realize they need yet? And most importantly, how do we make it stand out, not just through technology, but through a compelling story that sparks emotion and creates connection?
The Solution
We conducted an in-depth competitor analysis to understand how other solutions are positioned and where xTriage’s competitive advantage lies. The key insight we found is that while most cybersecurity solutions react to threats, xTriage has a unique ability: it identifies risks before they even emerge and proactively mitigates them.
Building a Brand Identity That Tells a Story
To communicate this advantage clearly and powerfully, we crafted a brand story. The tagline “Always Ahead of Danger” was carefully chosen to highlight the proactive nature of xTriage.
But we didn’t stop at words—we needed a visual that would make an impact from first sight. Our inspiration came from nature: the swallow, a bird known for its ability to sense approaching storms with incredible precision. The swallow became the brand’s symbol—featured in the logo, visual language, and the storytelling approach we used to engage potential customers.
The Launch Strategy: Transforming the Story into Experience
The next step was to make the story tangible, something that didn’t just sound impressive, but made people stop, think, and act. We designed a multi-channel experience that immersed our audience in the world of proactive GenAI security:
- We created an interactive quiz that allowed IT and security managers to assess how secure their AI tools really are. Through real-world scenarios, participants received a score based on their level of protection.
- We built a smart media strategy focused on CISOs and other security decision-makers. Our campaign provided valuable content, offering actionable insights and practical tools to enhance AI security.
- We produced a unique launch event where participants walked through a corridor simulating a storm, leading them to xTriage’s “safe haven”. The event featured insights on global cybersecurity incidents, expert-led sessions, and a customer panel—allowing attendees not just to hear about the brand, but to experience it firsthand.
- We created an annual marketing plan – across physical and digital channels – to ensure target audiences become familiar with the brand and keep it top of mind over time.
