After decades as a legacy antivirus brand, McAfee needed a reset. The company had expanded its offerings, modernized its technology, and shifted its focus from reactive software to integrated, real-time cybersecurity. But the brand hadn’t kept up.
Over a two-year engagement, we partnered with McAfee’s CMO and Head of Global Brand to scope, structure, and lead the rollout of a global rebrand—one that redefined how the company showed up at every level of its business.
My Role
I was responsible for designing and managing the entire creative structure behind the rebrand—from strategic scoping to full execution. This included:
Collaborating with the Head of Brand to define the full rebrand scope across every brand touchpoint
Assembling and managing multidisciplinary creative teams: contract designers, copywriters, art directors, motion designers, CGI/3D artists, and production specialists
Overseeing and directing the work of multiple production and agency partners
Presenting work at every major milestone to the CMO and executive leadership
While I contributed to early creative development, my primary role was leading the operational and creative orchestration of a brand overhaul that touched nearly every part of the business.
THE NEW MCAFEE: Repositioning a legacy tech brand—and building the machine behind it.
(REBRAND)
Role: Brand Program Leadership, Team & Vendor Management, Strategic Creative Oversight
The Strategy
The rebrand was anchored in a new positioning: “Security that competes by collaborating.” This shifted McAfee’s story from “standalone protector” to an integrated player in a larger, interconnected cybersecurity ecosystem. It was about trust, interoperability, and recognizing that no one wins alone in today’s threat landscape.
Retail packaging redesign across the consumer product suite
Fully updated sales and collateral templates, brand guidelines, and video asset templates
MPower conference rebrand (McAfee’s global cybersecurity event), including full event branding system
Environmental graphics for office interiors and partner spaces
A global Device-to-Cloud launch campaign, built on the rebrand platform along with a live-action CTV ad
The rebrand took over 2 years to complete, but once finalized, every asset, every deliverable, every channel was aligned under one clear and unified brand system.
The Scope
The scope was massive—touching both internal culture and external expression:
New visual identity, including logo evolution, type system, iconography, illustration, and motion language
New messaging frameworks and positioning matrixes
A reimagined brand anthem video, manifesto, and tagline
Overhauled UX/UI components and in-product branding
—CREDITS
Carried out at Solid Branding.
Website Design & Development: WebEnertia
Video Production and Animation: Duro Compagnie