Embracing the past through a confident future.

The Problem

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 But they were hesitant to embrace this heritage, wary of appearing outdated among newer competitors.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.

The Solution

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.


Research & Insights
Brand Strategy
Identity & Voice
Digital Experience
Demand Generation


Brand Expression

To communicate the high emotional stakes of data protection, we designed a visual system that merges human profiles with abstract depictions of data itself— omnipresent and always in motion.


Brand Video

A new launch video combines all elements of the effort, weaving together the new brand strategy, expression system and messaging. It captures the high stakes of data protection with a tone of unmistakable urgency, portraying Arcserve as a proven yet progressive industry leader.


Visually, the site brings the expression system to life with dynamic movement throughout, from embedded video elements to animated transitions. Ample white space and prominent type help ensure high legibility across desktop and mobile platforms.



Since the new site’s launch, Arcserve has experienced a number of improved metrics. Two achievements in particular stand out: a 25% increase in our primary goal, free trial requests, along with an 86% decrease in site bounce rates. So as hoped, more prospective clients are staying on the site and asking to learn more.

  • -86%

    Decrease in bounce rate
  • +25%

    Increase in free trial requests

Contact Us

What problem are you trying to solve?

New Business Inquiries:
Matt Quinn
Director of Business Development
+1 312-815-9611

General Information:
+1 312-815-9610

125 S. Wacker Dr. STE 3000
Chicago, Illinois 60606