Messaging & TOV
Website Design & Development
Abnormal is the precision human behavior security engine protecting the modern enterprise from email attacks. With cloud-native technology that protects 100% of the employees at over 5% of the Fortune 1000, and a leadership team of AI visionaries from Google, Twitter, and Snowflake, Abnormal was already a success story.
However, as a business poised for incredible growth, Abnormal needed a new brand that could support its bold and ambitious future.
A LINE worked closely with the Abnormal leadership team to develop a brand strategy, tone of voice, and visual identity that reflected its position as an unconventional technology company taking an uncommonly precise approach to solving the world's biggest cyber security challenges.
The cornerstone of the brand strategy and identity is the idea of precision - something inherent in the incredible accuracy of Abnormal’s core technology, and in the organization's total focus on customers’ needs. The platform’s ability to understand the nuances of human behavior - identifying and blocking anything that isn’t “known good” - puts people at the center, meaning that while competitors evoked danger and anxiety, Abnormal differentiates through a brand that feels approachable and human.
To create a sense of precision we built the entire identity system on a grid. Designed to be used across imagery, illustrations, applications, animations, and iconography, the grid also represents the AI inherent in Abnormal’s technology - specifically how it provides a depth of insight into people’s behavior that would be impossible for an individual to do on their own.
"The new brand provides a highly differentiated brand experience for our customers and positions us as the best in class category leader. I’m super pleased with the result!"
Doug Laird, CMO, Abnormal Security
© 2021 — A LINE
© 2021 — A LINE