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JungleFish

Boutique Agency | Shanghai

Security Experts from Finland

20 years is an eternity in the IT industry. The Finnish IT security specialist F-Secure has been around even longer than that and their Antivirus software is a household name among IT professionals and end-users in Europe. As the 4-times consecutive winner of the independent “AV-Test” antivirus benchmark, F-Secure continuously innovates IT security.

To extend this success story globally, F-Secure was approaching the thriving Chinese IT market and partnered up with JungleFish to develop their Chinese brand identity and marketing material.

We started with analyzing the Chinese IT security market and define relevant brand stories for F-Secure that connect with the European brand philosophy as well as the needs of the Chinese professional user.

After the direction had been defined in collaboration with F-Secure Global brand management, we continued with the development of the Chinese brand name, brand slogan and custom-made bi-lingual logo.
The resulting Chinese stationery, product literature and other print collateral now enables F-Secure to convince Chinese IT decision makers of the quality of their system.

  • To create a memorable visual identity we started with developing a Chinese name for the company which was also used for company registration and of course for the bilingual logo. Taking graphical elements from the existing Latin characters in the corporate logo we created the characters for the Chinese brand name. The result is a harmonic and memorable bilingual logo that supports the business strategy.

  • The initial target was the B2B market which requires technical details to be presented clear and impressive. New information graphics and illustrations were needed. The design followed the corporate design guide, but the messaging needed adjustment for the Chinese market.

  • Colorful name cards with strong messages ensured that the first impression comes across strong. These are name cards you don't loose in a stack among others.