1Password
I have been a 1Password user for the better part of a decade. It’s one of the few applications I use that I could never stop using. It’s an incredibly helpful, simple, and enjoyable product to use. Yes, it’s a password manager, and the geniuses behind the product (not me) have found a way to make it wonderful. As Sr. Director of Creative & Brand, I lead the company’s Creative & Brand team and we’re responsible for the visual expression of the band through video, digital, print, and web. In 2023, I oversaw the company’s first major brand refresh as we prepared the company for a multi-product future. The work saw a new primary logo, updated color, typography, iconography, illustration, and video libraries. 1Password had a massive consumer following, but over the years more and more businesses began trusting 1Password for security. Our refresh prepared the business for an enterprise push, focusing on simplicity, trustworthy, and approachability. We
An Unmissable Refresh
As our brand grew we took opportunities to align with a variety of sports teams league, including Oracle Red Bull Racing, The Golden State Warriors, and the PGA. The exposure we received from these partnerships saw millions of new people get exposed to our brand. The simplicity of our refresh work enabled us to position our mark clearly across many properties.
Commercials
Many security companies default to selling fear, “use our product or you will get hacked and your life will be over.” We wanted to tap into the warm, friendly, clever, and quirky history of 1Password and forge a different path in our commercial work. Instead of selling fear, could be sell possibilities? What if you didn’t have to worry about security, but 1Password did that for you? We had the great fortune of being able to work with, the one and only, Tommy Wiseau on a commercial titled “Bad Actors” where Tommy talked about how he relies on 1Password to run his business security. After the success of the “Bad Actors” spot, we produce a series of spots called “What Not to Do” which focused on all the really silly ways people manage their personal security. Both of these spots were incredibly successful garnering tens of millions of views. Also included below is a category announcement video and one of our many case studies.
The remaining imagery is a mix of digital, print, social, and brand elements from our refresh.
