Description:

Ocurity (now Smithy) came to us with a clear challenge: rebrand a fast-growing security startup built off the back of open-source success—without looking like anything else in the cybersecurity space.

We renamed them Smithy, inspired by a toolshop—where custom solutions are crafted under pressure. This reflected their core offer: helping security teams clip together existing tools into smarter, stronger systems.

The new identity flips cybersecurity’s corporate tone on its head. Bold visuals, a playful tone of voice, and AI-generated Y2K-era imagery of stressed-out IT teams brought humour and nostalgia to an otherwise dry category. Lines like “Smithy won’t save your marriage, but it can optimise your security” made the brand human, relatable, and memorable.

The result? Smithy has already landed new security contracts and attracted top engineering talent. With a strong platform for growth, this identity sets them up to challenge industry norms—and connect with real people in a high-stress field.