Teaming up with my counterpart, head of content, we developed a new style guide that walks through our key communication points, logo, new typeface, color palette, photography and icon styles. To keep the brand equity of the known red ping logo, we toned the red down to a cayenne shade which still expressed the boldness and importance of security via color theory and the use of red in general. The kerning and leading were revisited giving the logo more of an up to date style.

The new positioning focused on Ping's ability to serve both enterprise and consumers digital freedom. Customers could work anywhere without worrying about their security.  We launched the new brand internally and externally with digital freedom t-shirts, stickers, screensavers, hats and laptop camera covers. Internally we ran a contest for Ping employees to wear their t-shirts doing things that represented freedom to them, this was socialized and shared via a landing and e-mail campaign, the winner walked home with a gift card.  The participation was fantastic, from our Israel office to Denver headquarters, everyone got involved.

Designers - Morgan Newnham, Julie Carver

Content: Drew Weiland