Control Complexity
Life's uncertainties often amplify complexities, leaving individuals grappling with adversity. However, it's the response to these challenges that defines a person's character. The Controlling Complexity campaign embraces this concept, recognizing that focusing on controllable factors fosters confidence and personal growth. It aims to humanize cybersecurity by featuring individuals who have triumphed over adversity in their daily lives. Olympic gold medalist Simone Biles and Amy Bream served as the initial faces of this campaign, sharing their inspiring stories of overcoming complexities in three parts: Foundation, Adaptation and Growth.
I served as the Art Director and primary designer for the Controlling Complexity campaign, and was responsible for determining the visual identity of every element within this two-year, multimillion-dollar brand campaign. The campaign's success led to an unprecedented increase in brand awareness, driving aided recall from 9% in 2020 to over 55% in 2024.
I collaborated closely with the content and digital teams to create a wide range of advertisements and a dedicated landing page. My role extended beyond graphic design; I also provided creative guidance for all video and still photography components, allowing me to oversee the campaign's visual direction. This ensured that every element reinforced the core message of overcoming complexity.
Simone Biles and Amy Bream's personal stories showcased how resilience and determination can empower individuals to conquer obstacles. The campaign's success underscores the importance of embracing complexities as opportunities for growth and triumph.
Controlling Complexity: Foundation
As a public figure and gold medal athlete, Simone Biles faced tough criticism when she dropped out of the Tokyo Olympics due to experiencing the “twisties.” Simone has worked to overcome not only the challenges of mental health, but also staying true to herself, despite what the public says.
When Amy Bream was young, she never thought she'd become an athlete. After all, she was born with one leg. But Amy has overcome so much — and now, she's an adaptive athlete known worldwide for her standout Wodapalooza performance and positive, never-give-up attitude. This video provides a brief look into how they control complexity.
Promotional Creative
Controlling Complexity: Adaptation
Over the years, Simone Biles and Amy Bream learned that what really matters is how you adapt to the challenges you’re facing. Adapting isn’t easy, but it’s the only way to control all the complexity. But the best not only adapt — they also give back.
Promotional Creative
Controlling Complexity: Growth
In the third installation of our Control Complexity campaign, Axonius invited three strangers who work in cybersecurity to write letters to their younger selves. They then came together to reflect on complexity and growth.
