Rebranding a multibillion pound AI company

As Darktrace evolved from an AI cybersecurity pioneer to a leader in proactive cyber resilience, its brand needed to grow too. The company went from start-up, to scale-up, to publicly listed on the London Stock Exchange, and more recently returned to private ownership under private equity - each phase marking a shift in strategy, scale, and ambition. This transformation, from product expansion to the launch of the ActiveAI Security Platform™, demanded a bolder, more unified identity that was uniquely ownable.

During my time as creative director, my team and I guided that evolution, ensuring the brand reflects our innovation, ambition, and mission: to defend beyond.

Delivering this evolution meant operating across an immense breadth of execution - from high-level brand strategy to hands-on creative across campaigns, product, and internal comms. It required carefully balancing a cohesive identity with the unique needs of individual products, while aligning with evolving business goals.

Crucially, it also meant managing a diverse group of stakeholders - across leadership, product, and marketing - to ensure the brand remained both visionary and grounded in the realities of the business.