Thycotic's distinctive brand personality helps the company stand out in a crowded market and build customer trust.
grove portfolio
grove portfolio
grove portfolio
Project Detail
December 20, 2018
Blog,Business,Content strategy,eBook,Sales enablement,Website

In a cyber security market filled with complex tools, Thycotic empowers customers. Their emphasis on giving customers agility and control built a fast-growing company with a dedicated fan base. The Thycotic website and marketing content, however, didn’t adequately reflect these values and were starting to hinder growth.


Centerboard worked with Thycotic to define and incorporate a distinctive brand personality into their sales and marketing to help the company build trust and stand out.

We started by defining and prioritizing the company’s character traits and behaviors. Our customer and competitor research uncovered buyers’ pain points and opportunities for radical differentiation. Based on these building blocks we built a prioritized messaging architecture.

We defined the unique Thycotic personality as The Guide, a knowledgeable, experienced companion who helps customers navigate uncertain terrain. With a bit of a rebellious streak, the Thycotic brand is not afraid to shake up the status quo to help customers achieve their goals.


In a staged rollout of the brand personality, we revamped key web pages and the corporate sales pitch deck, and launched a series of new demand generation assets.

Thycotic corporate overview and sales pitch deck

eBook: Boost Your Endpoint Security with a Least Privilege Strategy

Blog: Design Principles that Drive Thycotic’s User Experience

Vendor checklist: Is Your Software Simple?

Interactive maturity assessment


With a defined personality, message framework, and style guidelines, Thycotic is able to tell their story to influence customers and differentiate themselves. With all content creators working from the same playbook, Thycotic can maintain consistency across all brand touchpoints.

The year of the brand personality rollout, website conversion rates reached 7%. Thycotic’s enterprise sales more than doubled and they outpaced the market by 2.5X.