The human matters in digital security

Context

According to the UK Government Cyber Breaches Survey (2022), 39% of businesses identified a cyber-attack in the previous 12 months. The most common of these attacks exploit human behavioural vulnerabilities. Cybercrime was estimated to cost the UK £2.6bn in 2021 alone.

Given the pre-eminence of human behaviour in security threats, the Bath Institute for Digital Security and Behaviour was formed to put human understanding at the heart of digital security.

Objectives

Create the strategic positioning and identity that clearly defines the Institute in the research community and quickly establish its unique proposition.

Approach

To maximise the impact of our work and the value of the budget we ran the project through our Brand Catalyst sprint process. During an intense one-day workshop (and a little homework in advance for attendees) we:

• Defined the Purpose, Mission and Vision

• Defined the brand archetype

• Reviewed ‘competitors’ and identified points of differentiation

• Defined the core audiences and messaging

• Developed a brand proposition statement

With the strategic underpinning of the Institute resolved we embarked on the creative process to create:

• A new logo for the Institute

• A written articulation for use on the website home page

• A colour palette and visual identity

• A set of digital assets inllcuding logo files, imagery and video clips with bespoke colour treatment

• A Brand Narrative document 

Results
The Bath Institute for Digital Security and Behaviour (IDSB) is launching soon with a narrative encapsulated by the Human Matters in Digital Security.

“Firehaus has brought our proposition to life through sharper positioning, creative identity, and articulation. They have made this journey highly collaborative.”

Co-director Prof. Laura Smith