Qush

Building a Brand:

Less cyber doom, more human.

Overnight, a company split and a new brand was born. The brand’s name: Qush. But what does a “Qush” look like? Sound like? Feel like?
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That was our job to figure out.

Finding Qush

Before designing anything, we set out to understand the cyber data-loss prevention business, and what made Qush special within that landscape.

To figure this all out we talked to stakeholders and looked at Qush’s competition with a microscope.

All of this strategy helped us define Qush’s central premise:
Smarter people, safer data. Cybersecurity from the inside out.

With the strategy in hand, we set out to create a look that screamed “Qush.” We began with endless stacks of mood boards. These helped us get a feel for the overall Qush vibe.

The shape of Qush

With the general vibe figured out, it was time to find the shape that would define Qush.

We explored abstract, we explored literal, we explored weird. We tried uppercase, and lowercase, and made up new cases. Finally, the perfect one stood out.

It had a human feel and created a shape that resembled a hand carefully holding onto data. This symbol harkened to Qush’s human-centric approach to data loss prevention.

Expanding the vibe

Next, we created in-depth brand guidelines. We defined everything from logo usage and typography, to brand colors, photography usage, and graphical elements. We wrote up voice and tone guidelines and made it so any reader of the document could confidently create within the Qush brand.

Positive Reviews

In the end, everyone loved it. Qush took a fresh new approach to an industry tired of doom and gloom. It’s treading new territory and represents the positive energy of the people building the product.

Swag-like Objects

We made a whole lot of t-shirts, as well as hoodies, water bottles, shades, stickers and more stickers.

“Amazing branding, and even
better technology! 👍” 
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— VP, Motorola Sales and services

“It’s official! Check out the new, super fresh, super nice branding video from our partner Qush. A human-centric-focused cybersecurity solution that really makes THE difference.”

 — Sales manager

“Qush is looking great!”

— Enterprise account execs

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