Arcserve had been a leader in data protection for decades, advancing from tape-based backups in the 1980s to today’s cloud-based systems. But they were hesitant to embrace this heritage, wary of appearing outdated among newer competitors. As a result, their brand relied largely on detailed stories heavy on technical nuance and increasingly.
OX partnered with Arcserve to develop a new strategy for the brand that reframed the company’s character, further emphasizing its heritage to turn its past into a source of strength. This approach more clearly conveys the high stakes of data protection for their clients in both business and human terms. We created a dynamic expression system, high-performing website, and brand video to bring the strategy to market in a compelling and distinct way that drives demand for their services.