Skip to main content


How do you make a data security company stand apart? Put human desire—not just enterprise need—at the center of the story. Virtru had a decade under its belt and was ready to position itself for exponential growth. That meant changing the category mindset: replace “security” with “personal empowerment.” We introduced the idea of “respect,” specifically that by having more respect over your data meant having more self-respect, more agency and more control. We reframed and revitalized the brand idea and its assets, from their comms to their physical workspace: necessary foundational work to signal that Virtru is a thought leader in the datasec and ready for a bigger stage.