A publicly-traded biometrics company was fighting the giants on features, inside the flattest category in software. We gave them a game of their own to lead.
Their website was me-centric ... in love with its own products, every page pointed at itself. They sold in the flat category everyone shares, identity verification and fraud prevention, and they fought the giants there on features. That's a game you lose slowly.
No owned category. No strategic narrative. Sales decks that changed by rep and by region. Classic Solution-Centric Marketing, and here's what it costs: when the giants own the category, matching their feature list just proves you belong on their shelf.
We named the old game first: Digital Access ... the world of passwords, documents, and stolen credentials. Then we handed them the new one to lead: Intelligent Biometrics. The line wrote itself ... goodbye passwords, hello Intelligent Biometrics. And in a deepfake era, the promise buyers needed to hear: fight AI with AI.
Nine executive intakes went into it. Out came the full Magnetic Messaging Framework, a homepage wireframe, and a copywriter GPT trained on the new story ... the whole system a team needs to tell one story, no matter who's writing the deck.
The rewrite
A wireframe of the shift ... the old game on the left, the new game we built on the right. Real lines from the work.
As we found it
aware.com in mid-2024, as the engagement began ... “Authentication Software and Identity Verification Services.” The flat category, features first. They rebuilt the site right after the work, and it has been redesigned again since. Hover to scroll.
The new website looks amazing
They rebuilt their website after the work. Nobody bets the homepage on a story they don't believe.
The engagement expanded into a second paid sales-enablement workshop. Round two is the realest signal Phase 1 landed.
Aware rebuilt its website right after this work shipped ... and the site has been redesigned again since, as living sites do. What stands: nine executive intakes, a delivered framework and wireframe, a trained copywriter GPT, and a second paid engagement (the sales-enablement workshop) that followed because the first one landed. No metric and no cleared quote are on file, so none appear here. The second engagement is the tell.
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