Star Lab / Case History

Star Lab

Positioning a cybersecurity and virtualization startup for federal sector growth.

Branding I Messaging I Marketing Collateral I Website Design and Development I Public Relations

In 2018, Star Lab, a Washington D.C.-based startup providing cybersecurity and virtualization products to the defense industry, wanted to position itself for growth by creating a marketing strategy and plan that would systematically drive sales in the federal sector. Like many tech startups, the company struggled to translate the technical capabilities and functionality of its products into customer value and impact.

Working under the guidance of the company's consulting CMO, Riotmind led a team of senior communications, visual branding and web development subcontractors in a transformation of the company's brand, as well as the creation of a plan to build sector visibility and credibility.

Riotmind articulated the company's vision and promise, identifying its core value proposition, segmenting buyer personas, and creating a messaging strategy and talking points that highlighted core strengths and differentiators and directly addressed buyer issues and concerns.

The Riotmind team developed a new visual brand, including a new logo, to reinforce this positioning and elevate the perception of the company. The team applied these changes to a new website and a full suite of marketing and sales collateral.

This work also included the development and delivery of an arsenal of case histories and testimonials for ongoing use across all channels, as well as a long-term marketing and public relations plan the company could implement in-house.

Star Lab Website (Before)