I collaborated with Territory Studio to give cutting-edge cybersecurity firm Binary Defense a brand voice packed with both attitude and warmth.
Most cybersecurity brands trade on fear and impenetrable technical jargon. Binary Defense needed to stand out by balancing expertise with genuine human connection.
Territory developed a clear brand positioning – ‘Agile, human-first cyber security’ – that informed four new brand values:
• Expert
• Maverick
• Adaptable
• Human
My role was to translate this foundational thinking into a verbal identity that the client could run with.
Brand personality
The breakthrough was defining Binary Defense as the ‘Tactical Wingman’ – a brand personality that bridged military precision with social camaraderie. Together, these two words strike the balance between the tactical expertise needed to outsmart cyber threats, and a trusted wingman who’s got your back and helps you sleep at night.
I translated each brand value into an actionable personality trait:
Expert > Insightful
We show our expertise through smart tactical thinking, and don’t just tell people about our technical prowess. We bring people along on the journey, sharing practical, actionable insights as we go.
Maverick > Unconventional
We rebel against the status quo, and fly in the face of mediocrity. Our voice feels fresh in the sector, flipping the script with unexpected turns of phrase that emphasize the people involved, as well as our outside-the-box tactics.
Adaptable > Dynamic
We speak with drive and energy, flexing our tone to capture the audience’s attention (and keep it). We constantly adapt to the latest threats, and think on our feet with language too – discussing tactics with precision, while using analogies to make complex scenarios instantly.
Human > Straight-talking
You need a trusted ally in your corner who has your back. Our tone cuts through without the jargon: We’re the good guys, here to take down the bad guys. We tell it like it is – our language is carefully crafted. Every word counts.
Campaign tagline
I also developed an attitude-packed tagline that could capture the essence of the new brand personality:
Outthink. Outsmart. Outlast.
This became Binary Defense’s battle cry – a rhythmic, memorable encapsulation of their competitive edge. Confident and dynamic without being overly aggressive or threatening, it positions Binary Defense as playing a smarter, longer game than its rivals.
The brand guidelines include carefully chosen before/after examples – from website homepage copy to Insta posts, digital banner ads to a LinkedIn origin story – demonstrate how to maintain the ‘Tactical Wingman’ voice in a way that balances professional credibility with human authenticity.
Nick Carson 