Launching CCL Protect: a clear proposition in a complex category

CCL Solutions Group is widely known for digital forensics - trusted by law enforcement and the criminal justice system - and increasingly for enterprise-grade cyber security. In parallel, they saw a gap: growing businesses with real cyber exposure but limited in-house expertise. The brief was simple and ambitious: to create a sub-brand that makes credible, affordable cyber protection easy to understand and even easier to adopt.

We began by mapping the market: who’s buying, what they fear, what they actually need, and where current offers confuse more than clarify. The brand had to feel progressive and professional without drifting into hype. That led to a distinctive identity anchored by a vivid green - confident, visible at small sizes, and clearly differentiated from the blues and blacks that crowd the category.

The proposition shaped the system. CCL Protect offers layered services which are selectable, modular, and available by subscription. This prompted us to incorporate that idea into the design language, using concentric circles to visualise protection levels building over time: start small, strengthen as you go. It’s a simple metaphor that helps leaders explain investment choices to boards without jargon.

Speed mattered. From blank page to proof of concept took four weeks: name, logo, core messaging, landing page, and outbound emails to validate the offer. Early response was encouraging as businesses booked initial cyber reviews and converted into subscription packages. So we then moved to a fuller expression: a standalone website designed to support sales conversations. We added light-touch animations to bring scenarios to life and to show how the layers work together, avoiding the fearmongering that often clouds this space.

The result is a practical brand system built for busy teams: clear value proposition, modular messaging, and assets that scale across web, email, and sales materials. It’s also deliberately lower-friction to operate - guidelines and components that keep everything consistent without slowing momentum.

For founders and marketing leaders tackling similar launches, three lessons stand out: start by understanding the problem and how your solution can address it, design a system your team can easily deploy, even under pressure, and validate early with real buyers. When strategy, identity and execution move together, you can tell a credible story fast and keep improving once it’s in market.