Cyber-security

Kiwi Backup

Update the brand identity of a cybersecurity company to reflect its +20 years of expertise. A redefined identity that transmits the values of a sovereign SME in a competitive field.

Problem

Since 2003, KiwiBackup has been protecting its clients' data with recognized expertise and a human-centric approach. However, facing international players like Acronis and French competitors with stronger branding (Oxibox, Arx One, Beemo), the company was regularly losing deals. It wasn't for a lack of competence, but a lack of image. Their aging identity gave the impression of a small, outdated firm, even though they have mastered a complex market (cloud backup, NAS, Microsoft 365, VMware, etc.) and cultivate a true differentiator: agility, hosting in France, and bespoke support. In a sector where trust is paramount, KiwiBackup could no longer afford to underestimate its image. Management therefore decided to reinvest in its brand to continue its growth.

Solution

We began by anchoring their strategic positioning: highlighting their history, their French expertise, and their ability to compete with industry giants through agility. Rather than mimicking the big players, we emphasized their core strengths: proximity, reliability, and two decades of proven know-how. Building on this foundation, we redesigned a modern and credible visual identity. The logo retains its recognizable elements (colors, iconic padlock) but with a modern twist: the three-pronged padlock now symbolizes their three core solutions (KiwiCloud, KiwiSanté, and KiwiPlatform). Finally, we designed a website built to reassure and convert. Clear, structured, and conversion-oriented, it embodies their new ambition and reinforces their credibility with demanding prospects.

Results

The project has just been finalized, but its impact is already being felt internally. The team now has an image that finally reflects its expertise and maturity. This modernized identity strengthens consistency across all touchpoints—website, sales collateral, pitches, and trade shows—making it easier to communicate their value proposition. Designed to inspire confidence, the website has become a powerful tool in the sales cycle, especially when engaging with public authorities and major accounts for whom visual credibility is a key selection criterion. KiwiBackup is no longer defined by its image; it now wields it as a strategic asset to support its growth in a rapidly expanding market.

Testimonials

Credits

François Sérazin: Strategy, Brand

Hugo Juteau: Creative Direction, Brand, Web Design

Julien Audiger: Case Study

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