Sapper Labs
Cyber Defense and Intelligence
Brand Strategy, Positioning, Design and Copywriting
Delivered a simplified brand foundation to unify messaging across both their managed services and products, enhancing clarity and internal alignment.
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Al Dillon, Founder and CEO at Sapper Labs, recognized the need for a unified strategy that would encompass both the managed services and product divisions. The Sapper Labs brand had lacked cohesion.
This new strategy would need to align with the company’s overall mission and communicate effectively to both existing clients and the new markets they were targeting.
To compound these issues, their small, Canada-focused marketing team was struggling to scale efforts and maintain a consistent brand identity across these distinct parts of the business.
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To address the need for a cohesive brand strategy, we began by establishing a solid brand foundation, drawing inspiration from StoryBrand principles. This included creating a concise brand brief that highlighted opportunities for brand enhancement and unified messaging across Sapper Labs’ managed services and their two core products, Hunchly and Cloak. To strengthen Sapper’s positioning at Canada’s premier defense and security trade show, CANSEC 2024, we showcased their new brand strategy through impactful design and enhanced messaging at their sponsored booth.
Finally, to guide the business forward and build upon the initial brand work, we provided a high-level roadmap to address the most significant gaps across their overall efforts with brand and marketing. This was designed to help Sapper Labs scale their efforts independently over time, empowering the team to evolve and grow while maintaining momentum.
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Brand Immersion Framework, which included a target audience description, common challenges, unique value propositions and targeting strategies
Brand audit and gap analysis
Brand Positioning Statement
Company Mission Statement
Design, messaging and content for Booth Sponsorship at CANSEC 2024
Updated copy on sapperlabs.com to align with new brand messaging
Marketing ops tools integration to support sales strategy, including a transition to Hubspot as CRM
6-month roadmap for continued brand development
Executive Stakeholder Presentation
“I haven't been able to bridge the complexity of what it is we do, even the simplicity of what it is we do, with the severity and the impact of what it is. Both ends of that spectrum fit with what you have provided us.”
Al Dillon, Founder & CEO
“I thought it would be a challenge to get a simple, clear statement to cover everything that we're all about. I really like the Mission statement you wrote for us.”
Frank Costello, COO
“The messaging speaks directly to the cultural zeitgeist that's happening; and at the show that'll be very relevant.”
Nikeita MacMaster, Marketing
Sapper Labs Group is a Canadian, veteran-owned intelligence and cybersecurity firm headquartered in Ottawa. Brand messaging and copywriting by Motevo Co 2024
Sapper Labs Group at CANSEC 2024, by Motevo Co 2024
Sapper Labs Group at CANSEC 2024, by Motevo Co 2024
Sapper Labs Group at CANSEC 2024, by Motevo Co 2024
Al Dillon, Co-Founder and CEO at Sapper Labs Group, CANSEC 2024
Sapper Labs Group - brand strategy and story arc, by Motevo Co 2024
Sapper Labs Group - roadmapping 2024, by Motevo Co 2024