OneSpan (previously VASCO) had established a strong reputation in a narrow space: providing user authentication tools for financial service institutions in Europe. With expanded offerings through both organic growth and a major acquisition, the organization needed a brand that highlighted the power of its combined portfolio and positioned it more broadly as a leading digital security and e-signature provider.
Research revealed that, with the security landscape overrun with messaging of fear, there was an opportunity for OneSpan to stand out with a focus on empowerment, emphasizing its role as a catalyst for digital transformation in organizations.
At the same time, customers and prospects told us that they were confused by the company’s offering architecture, which encompassed a profusion of brands and focused on products rather than business needs. We developed a streamlined master-brand architecture that aligns the company’s solutions with what customers are actually looking for. We recommended a new name, OneSpan, that more clearly communicates what the company does and can serve as a cohesive umbrella across the company’s proliferating solutions set.
The new brand boldly recommitted the company to pioneering the seamless security solutions that underpin clients’ transformative business moves. The brand creates a strong bond, both emotional and intellectual, by directly empathizing with what customers are seeking – the confidence to boldly take risks that move their business forward. With a new name, clear messaging, a streamlined product architecture, a new website, and an exciting, modern visual system, OneSpan’s brand identity matched its future-focused strategy.
Deep expertise in regulated industries and a hyper focus on the end-user experience means OneSpan enables its clients to provide exceptional—and secure—digital interactions for their customers, regardless of industry. The brand’s updated messaging emphasized how OneSpan’s rock-solid security and onboarding solutions empower even the most highly-regulated companies to create the stellar customer experiences that build lasting loyalty.
