In 2023, CAPSLOCK’s marketing team launched a campaign to increase applications from people who identify as female or non-binary, with the aim of improving diversity across the programme.
Working closely with the team, I developed a standalone visual identity that complemented the existing brand and provided clear tools and guidelines to support consistent rollout across campaign materials.
Google Display Network ad for the campaign
Google Display Network ad for the campaign
Google Display Network ad for the campaign
Building on CAPSLOCK’s existing brand, the campaign identity used a solid “campaign blue” base with sharp white typography, vibrant yellow hand-drawn elements, and candid photography of real people. Images were cut out and outlined in yellow to visually connect photography with the illustrative elements and create a cohesive, approachable style.
This approach was intentionally positioned against the darker, more masculine visual language common within cyber security branding. A gender-neutral colour palette was selected to feel welcoming while remaining vibrant enough to cut through in advertising.
The combination of hand-drawn illustration and outlined photography helped humanise the campaign and clearly communicate its focus on improving representation of women and non-binary people in the sector.
Social media carousel post - slide 1
Social media carousel post - slide 2
I created a series of assets, or 'stickers', in the campaign style. These were used to emphasise elements within assets, particularly for CTA's and points of interest.
Worked with the marketing team to understand the campaign goals and constraints of the existing brand.
Researched visual trends in the cyber security sector to identify opportunities to stand apart.
Developed and refined an inclusive campaign identity using colour, illustration, and outlined photography.
Delivered final assets and usage guidance to support consistent rollout across campaign materials.