Standing Out in the Sea of Sameness.
Client
Recorded FutureIndustry
TechnologyCategory
UX/UI Design Branding StrategyWhen Recorded Future first engaged Traction, we went to a security conference with their SVP of Marketing and encountered a sea of sameness in the category. Our charge? To break through. Our team systematically transformed Recorded Future's brand experience, reimagining their presence across every customer touchpoint.
We talked to customers to uncover a promise only Recorded Future could make: with the onslaught of AI-driven threats, their platform helps cybersecurity pros "Know what matters. Act first." We designed a vibrant new identity system and website that modernized their identity and told their story.
Through this holistic approach, Traction helped Recorded Future shed outdated perceptions, elevate their market value—and stand out as a beacon in that sea of sameness.
To bring the brand narrative to life, we leveraged Futureproof Studios, Traction's AI video production company created in collaboration with Fridays. The team used Claude for script development, ElevenLabs for voiceover, Suno for music generation, and a combination of Midjourney, Runway, Kling, and Luma AI for visual content. What would typically be a months-long production was compressed into just weeks, at a quarter of traditional costs, without sacrificing quality.
2025 ANA B2 Award Winner, Best Use of AI and Best Corporate Identity Program.
"When our CEO and executive team saw the video, they were so excited. We love this work to represent our new brand."
Kalpana SinghSVP of Marketing
