F-Secure — a smart new brand for a smart IoT world.


F-Secure is an internet security company with over 900 employees in over 40 countries. The company has been defending tens of millions of people around the globe from digital threats for over 25 years. With the world moving into the era of “Internet of Things”, Gartner estimates that there will be 50 billion devices connected to the internet by 2020.

This will present totally new opportunities, but also some serious security threats. Enter F-Secure. F-Secure had spotted an opportunity to enter the emerging IoT-market with a new device that would secure all your devices that are connected to the internet.

The challenge was that only a small fraction of people could sense the threat, yet it would be great to be among the first on the market. A new brand was needed, but it would have to appeal to early adopters that look for more than security.


After the consumer research phase, we learned that the early adopters of tech had a larger goal than security – to have freedom and to create their own smart lifestyle.

The new brand was named F-Secure SENSE™. We designed a brand strategy, visual identity, and a marketing communications concept.

F-Secure Sense™ was launched at Slush – the leading tech start-up fair in the world.

More Work.