Here, I determined the one universal trait of this laptop's new security features and illustrated it with a fun-to-envision cliche: The sleeping security guard.
Complex technology. Evolving value props. Ambiguous branding. Impossible deadlines. I work through this process in three steps. First, I clarify the goal. It's seldom obvious and often in flux. Next, I encode for the audience, melding words and images that push their buttons. Finally, I compel the audiencewith a concept they can't ignore. Ready to get started? ken.riffic@gmail.com