Background 
As marketers expanded their use of scripts, tags, and other technologies on their websites, they simultaneously opened their companies to any number of risks, from data theft to violations of privacy laws, the cost of which could run into the millions. This was not necessarily on their minds, and our job was to put it there.
Our immediate challenge was to develop an overarching brand story for Vault JS that explained its role in protecting companies from these risks. In addition, we had to devise a clear and simple way to explain and differentiate their product offerings: Vault JS Secure to protect company data and Vault JS Validate to maintain privacy law compliance.
Vault JS Customers Gave Us the Story 
VSSL began the project with in-depth interviews of Vault JS customers in both the privacy and security realms. Each customer was able to enlighten us on their needs, on what brought them to Vault JS, and how their particular solution worked for them. And just as importantly, they revealed the value of Vault JS that was common to both.
Most marketing professionals have some notion that third-party martech may cause some problems, but they don’t have a solid handle on what they are, what can be done, or whose job it is to do it. Armed with first-hand information from actual users from both the privacy and security side, we were able to construct an overall story for Vault and then break down each service, Vault JS Validate for privacy and Vault JS Secure for security, so that anyone, whatever their level of technical knowledge, could grasp the nature of the threats faced and the value of the Vault solutions.
An Ever-Vigilant Watchtower 
One of Vault JS’s challenges was finding a vocabulary to explain their technology to marketing teams rather than technical teams. The positioning that we developed, an “ever-vigilant watchtower standing constant guard over your third-party martech”, establishes the role that Vault JS will play in non-tech terms rather than any specific technical capabilities.
We then created elevator pitches for Vault JS in general and for Vault JS Validate and Vault JS Secure specifically in order to support the thesis and provide conversational material. Each product also received its own set of key messages and talking points, all backed by supporting facts, that highlighted product value, specific privacy and security problems that Vault JS can resolve, its ease of use, why your IT department will love it, and how quickly it delivers a return on the investment.
With this structure, we were able to delve into both sides of the story in just enough detail for people to understand the meaning and value of each offering. And, in clear, easy-to-understand language that never resorted to high-tech buzzwords, Vault JS can now let marketers know they are free to pursue their marketing dreams without them turning into privacy or security nightmares.
Bringing the Story to the Vault JS Website 
Our next goal was to adapt the new brand story to their website. It would have to appeal to a marketing audience, invoking the seriousness of the situation without trying to scare people. It would have to show the audience what the product actually did and looked like. And it needed to remind marketers that it’s up to them, not anyone else, to keep their company and customers safe from the very real risks of third-party marketing technology.
To make the website appealing to marketing professionals, we modernized the aesthetics with a refreshed color palette. The technology focus was balanced with the human impact of data theft and privacy violations. The use of individuals seriously engaging with the information Vault JS provides reminds prospects that this is their responsibility, they’re the ones who need to know what’s going on. The product UI is used to show the kind of data the platform delivers. And, we included just enough statistical information on the costs of security and privacy failures to prove the need and motivate further investigation.
Now, for the first time, Vault JS has a brand story and marketing-focused website that are clear to anyone, regardless of their technical background.

<h4>Overview</h4>
Vault JS provides privacy and security solutions that protect marketers and their companies from the risks of third-party marketing technology — martech. Our assignment was to reposition Vault JS to make clear that they had fully developed solutions for both privacy compliance and data security. And to do so in a way that was clear, accessible, and relevant to marketing teams without needing IT to explain it to them.

Creating a Brand Story for Vault JS

Overview

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Creating a Brand Story for Vault JS

Overview

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