Absolute Security Brand Refresh

After the acquisition of NetMotion, Absolute was left managing two separate visual brands. Hundreds of assets, two websites, and inconsistent experiences made the complexity unsustainable. Our goal: unify the brands into a refreshed identity that honoured both, without disrupting business momentum.

Strategy & Process
We began by listening—gathering input from employees, customers, and competitive benchmarks. With a lean in-house team, we built a strong creative stack (Figma, Adobe CC, Miro, etc.) and flexible workflows across time zones to maintain velocity and quality.

Typography Notes
Source Sans held strong for body copy, but it lacked presence at scale. Gilroy brought modern clarity to headlines. We rolled this pairing out company-wide with IT, eliminating fallback font chaos and strengthening brand consistency across platforms.

Color System
We refined our primary green for better contrast and reserved it for brand-defining elements. A new green was introduced for everyday use, supported by expanded warm and accessible secondary palettes.

Brand Imagery
Our modular system of shapes, photography, and colour provided flexibility and cohesion. This framework resolved earlier challenges with scale and repetition, while inviting a wide range of creative expression.

Results & Reception
+ Launched the new Absolute.com with 160+ redesigned pages
+ Fully retired the legacy NetMotion site
+ Delivered 100+ new brand assets including collateral, case studies, and templates
+ Received positive internal and external feedback, with strong stakeholder alignment
+ Built a scalable brand foundation ready for future growth
+ The company was acquired by private equity in 2023