LimaCharlie brandBuilt to Be Understood
The brand relaunch started with a six-hour workshop between our CMO, our co-founder, and me, mapping where the brand stood against where we wanted it to go.
A couple of months and an extensive brand package later, and we found ourselves at our first crossroad. Our homepage spoke to three audiences at equal volume, asking them to self-sort before we'd say a word to them. Three tracks, three pitches, while one persona made up a big majority of our customers. So I made the case for giving them the homepage and pushing the other two into well-placed callouts. No more equal billing. We tested it, and the data backed the call.
After the full relaunch, homepage engagement rose 65%, time on site increased 44%, and bounce rate dropped below 50% for the first time, and held for six months.
+ 65%
Homepage engagement
+ 44%
Time on site
< 50%
Bounce rate (record low)
Use Case Reels
The persona-focus decision above opened a new challenge. How do we show the near-infinite range of what security AI agents can do? This made me think of infinite-scroll patterns in social media, so I built a "reels" feature modelled after Instagram and TikTok—short, swipeable use-case walkthroughs sitting right below the hero. We launched with 30 to 40 demos and prompts, sourced internally and from partners across our network. I designed the format, interface, and templates, and worked with the team to bring the content to life.
Family Resemblance
LimaCharlie shipped two AI products on top of its core platform within a matter of months. Viberails came first, a control layer that governs what AI agents can and can't access as vibe-coders deploy them, built in a single crunched week. Grid followed, a broader AI-first layer where I worked on the product itself, as well as the brand. Both needed the same balancing act: unmistakably LimaCharlie, but standing on their own as distinct products for new users.
Leading the relaunch meant translating technical depth into plain language, and concepts into brand assets.
This was true on and off screen. Two years of our own security conference, regular appearances at industry events, and the Defenders Tour, our international workshop series, all came back to knowing the audience and speaking their language. I created concepts and designs, and coordinated with contractors and stakeholders to bring it all together. That's what won us Booth of the Year at RSAC, two years running.
“He pushed back on messaging that wasn't landing, caught positioning inconsistencies before they went out, and brought a product sensibility to marketing work that most pure designers wouldn't touch.”
Charlton Swearingen
CMO, LimaCharlie