Forter Rebrand
From dark, dated, and fraud-focused to bright, human, and customer-first. I led the rebrand end to end — from the visual design system to the messaging framework to the overarching story of Forter in this new era.
The Process
Forter's brand was originally built for an era when fraud prevention meant focusing on what was stopped. The new Forter brand needed to focus on where the company was actually going: a brand about revenue, not risk.
Visually, that meant building a bright new system that made AI feel native to our brand, rather than just tacked on. Narratively, it meant reframing the story from what we block to what we make possible.
I built the case for this shift with leadership, pressure-tested the direction against how customers actually talk about us, and rolled it out in stages so the teams using it helped shape it rather than inherit it. The result opened up a new conversation for Forter — with customers, with the market, and internally about what we're capable of building next.
The New Forter
The Old Forter
