THE CHALLENGE:
The Internet is not free. Every action can be monetized or abused. We are being manipulated. So how do you market a privacy control app that helps individual users understand what has been exposed, let them secure their data, and regain control of their personal information?

THE SOLUTION:
The FigLeaf name and creative campaign was conceived to work globally through its association with Adam and Eve — the world’s first privacy story.  Eve bit into the apple, she gained understanding and knowledge. She now understood shame and humility. So, she used a FigLeaf to cover herself. And Adam soon followed suit. What happened in the Garden of Eden is a powerful metaphor for what occurs online with individual users.

FigLeaf’s mission is to give every single user the ability to make private decisions for themselves. On every platform, at every turn. We wrote and designed a compelling, informative, and provocative campaign which differentiated from legacy point solution security products and strongly introduced FigLeaf as the leader in digital personal privacy.

I was responsible for naming FigLeaf and developing the brand narrative for this new security platform. Intuitive, human, and accessible, FigLeaf speaks (with a wink) to selective, dynamic control and freedom of choice. And it does so in a way that’s a refreshing alternative to the well-established fear-based tactics of the security industry.

THE RESULTS:
Shortly after we helped launch the FigLeaf App, it was acquired by Aura Network Management Software as part of their holistic security and privacy solution.

KUDOS:

“We originally approached Mortar to re-brand our business to include personal privacy—but that soon blossomed into something new and revolutionary: creating and launching the world’s first app designed to secure individual user's privacy everywhere. Mortar led us through the steps required to understand our market, organize our thinking, and name and launch the app—Apple followed in our footsteps some 3 years later!”

—Pankaj Srivastava, CMO, Figleaf

THE CHALLENGE:
Build a marketing campaign to educate an audience that was unlikely to be familiar with Primer’s unique flavor of AI and ML: NLP (Natural Language Processing).

THE SOLUTION:
Every day, the world creates roughly 2.5 quintillion bytes of data. That’s 2.5 followed by 18 zeroes. Needless to say, that’s quite a bit of bytes.

Now it would be easy (and expected) to leverage the magnitude of the world’s data to get the point across that Primer’s platform is up to the job of tackling it all. But for their customers, we thought, “Isn’t it really more about the context of that data? What it means to them? And most importantly, then deciphering it?

After all, the majority of Primer platform users are mainly interested in understanding their data. Not all 2.5 quintillion bytes. Our solution was to get potential customers to believe that, “I don’t want to make a single decision without Primer.”

KUDOS:

“Thank you again for knocking our socks off with your creative concepts.”

—Rageena Giberson, Director, Demand Generation

THE CHALLENGE:
Convince security teams to think differently about how they manage threats and stop breaches by introducing ExtraHop: a new, untraditional security approach.

THE SOLUTION:
It doesn’t take a genius to see that anything less than 100% protection means, well, you’re not completely 100% protected. Then it’s reasonable to assume there will be holes, gaps, and surfaces that leave you exposed, vulnerable, and open for attack.

The image that notion conjures up is particularly applicable to today’s enterprise security. Legacy systems, siloed tools, and missed alerts don’t ensure 100% protection. So we thought, “Oh yeah, we could have fun with that.”

We developed print, outdoor, and social media to humorously highlight how protecting things only part way, is basically the dumbest way. (Not to mention also the most visually-disruptive.)

KUDOS:

“This is super funny and cuts through the noise. It resonates with our audience”

—Founder, ExtraHop

“I laughed aloud. It’s hilarious. Really think this helps us stand out”

—CIO, Bombast Security

THE CHALLENGE:
Drive enterprise adoption of Bitwarden by transforming existing users into product and brand champions within the workplace.

THE SOLUTION:
Bitwarden wanted to get their base of password manager devotees to bring the product into its users’ workplaces. Since we already knew they loved and relied on Bitwarden in their personal lives, we decided to leverage that momentum by showing them a work world where that same love not only thrived, but blossomed by Bringing Bitwarden to Work.

Our campaign messaging and visual identity came directly from the voice of the user’s love of Bitwarden’s password management prowess, highlighting the many reasons why they’re bringing Bitwarden to work. That style and tone carries over to a new website, social media executions, and marketing extensions that will allow Bitwarden to keep on ‘bringing it’ well into the future.

KUDOS:

“Thank you, Mortar team, for the strategic thinking, compelling visuals, and strong copywriting that brought the Bring Bitwarden to Work concept to life!” 

—Vivian Shic, Senior Director, Product Marketing & Growth, Bitwarden

THE CHALLENGE:
Market a first-of-its-kind database in a brand-new tech category, highlighting the capabilities that prove Couchbase is superior to other databases.

THE SOLUTION:
To market Couchbase's new type of NoSQL database, we developed a series of giant, paint-splattered words that showcased the euphoric A-ha moment customers experience by using the world's first Engagement Database.

THE RESULTS:
The work helped the company that created a new technology category become its leader, and the entire organization embraced the brand campaign—executing the concept across the business line.

THE CHALLENGE:
Differentiate DriveCentric in an industry where car dealers rely on their CRM to help them compete, beat, and crush rival dealerships in landing potential customers.

THE SOLUTION:
DriveCentric brings a revolutionary approach to CRM systems by adding an intuitive, real-time platform with advanced AI, giving dealerships the invaluable ability to serve and engage with customers.

This dynamic solution inspired creative ideation centered on how using DriveCentric’s CRM unleashes a sales team’s talents and expertise to connect with car buyers like never before. Continuing that thread, we summed it up with what became the cornerstone of our campaign: DriveCentric “Unlocks an Unfair Advantage” over competitors.

Leveraging the competitive mindset of car dealers, we highlighted the various powers or “modes” that they can (and better be if they want to dominate rivals) unlock to drive sales in today’s landscape.

KUDOS:

“I needed an agency that understood what we are doing at DriveCentric is truly revolutionary, and Mortar delivered. They gave me a strategy, brand message and a creative campaign that really connected with my audience. NADA was a smash hit.”

—David Fultz, CEO, DriveCentric

Thinknear came looking for a completely new brand identity that would set them apart and put them on the mobile advertising network map. 

I created their new brand voice and tone for all the internal and external messaging based off the selected final launch campaign concept:

Thinknear. Bringing attitude and aptitude to latitude and longitude.