Cybersecurity · Talent assessment
Haystack Solutions.
A category-defining product needed a brand buyers took seriously.
01 — Summary
Rebranded Haystack Solutions and built the integrated commercial engine behind CyberGEN.IQ — the world's only cyber aptitude and talent assessment — across identity, website, content, email, and paid media.
02 — Challenge
Haystack Solutions had a category-defining product in CyberGEN.IQ but needed a brand and commercial program that could land its credibility with cybersecurity leaders, recruiters, and partners like WiCyS.
03 — What I Did
- 01
Developed a refreshed primary logo and color palette for the Haystack Solutions brand.
- 02
Designed and built the website with clear product storytelling for CyberGEN.IQ.
- 03
Produced web, social, and email graphics supporting recurring campaigns and webinars.
- 04
Executed LinkedIn ad creative and paid programs around 'No more guessing' and 'Reduce hiring time' messaging.
- 05
Created sales collateral, scorecards, and explanatory documents for understanding the CyberGEN.IQ score.
04 — Results
Positioning
Modern identity matched to a category-defining product
Digital
Website, blog, and email program supporting demand
Pipeline
LinkedIn ads and partner campaigns driving qualified leads