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Brand Voice · Client Pitch

RSA.

Role — Senior Brand Copywriter & Brand Strategist
RSA
The BriefPart 01
Remind the category there is no one more advanced — and no one more prepared for what's next.

RSA is a pioneer in identity access management — the technology some of the biggest names in the category rely on, including Microsoft and Okta. But among security experts, they'd begun to be seen as a relic.

They wanted to launch a new brand identity that plants a flag in the ground: a reminder that no one is more advanced, and no one is more prepared for the future of security demands.

The ImpulsePart 02
The Impulse - pitch slide
The ProcessPart 03
"I noticed that none of the other brands in the category were giving enough weight to the technological moment we are in. I wanted to raise the stakes."
The Process - competitive audit
The PersonasPart 04
Three archetypes for a brand that governs identity — each one a different way to plant the flag.
01
The Sage
Truth · Clarity · Verification

RSA is fundamentally about truth, clarity, verification, and assurance, especially in an AI-threatened world where identity signals are increasingly fakeable. The Sage archetype captures RSA's 40-year legacy of expertise, deep technical credibility, and ability to "see through deception" in complex hybrid environments.

02
The Hero
Protection · Stakes · Resolve

RSA protects the world's highest-stakes environments (federal agencies, global banks, critical infrastructure) where failure is catastrophic. The Hero archetype reflects RSA's role as a protector and the one who steps in where others shrink from complexity.

03
The Ruler
Control · Order · Authority

The Ruler archetype is about control, order, governance, authority, and stability, exactly what high-assurance identity environments require. RSA is chosen by organizations where identity must be governed, not "simplified," and where certainty, compliance, and structure are non-negotiable.

How Each One SpeaksPart 05
Give a brand an archetype and it finds its voice. Here's how each one declares itself.
The Sage

The Architects of Identity Assurance

Identity Assurance for the New World

Writing the Future of Identity Security

The Hero

Your Identity Guardians for the AI Era

Protectors of the Human Identity

Hunting the Threats Everyone Hides From

The Ruler

Your Government is our Customer

We Give Permission to Power

Identity Answers to Us

The ResultPart 06
One of the three brand directions was selected by the client — resulting in a seven-figure agency-of-record engagement for Fred&Ted, and a brand platform for RSA that delighted the board and C-Suite.