The Art of Creating Trust:
Rebrand for a Global Technology Leader
Website Design, Brand Guidelines, Strategy, Design
The Challenge
Following the successful merger of Entrust and Datacard, the newly formed organization faced a critical branding challenge: how to tell a fully integrated story across a diverse and expanding product portfolio. The merger had left behind a fragmented digital ecosystem—three disparate websites, inconsistent messaging, and a lack of unified brand identity.
I was brought in to define a strategic messaging platform, streamline communications, and develop a cohesive advertising campaign that would resonate across global markets. The goal was clear: transform complexity into clarity and establish Entrust Datacard as a trusted leader in digital security and identity.
The Vision
Trust is not just a brand promise—it’s a user experience. To unify the brand and elevate its digital presence, I envisioned a platform that would reflect the company’s commitment to security, sustainability, and innovation. This meant more than just merging websites; it required a complete rethinking of how users interact with the brand, how information is structured, and how design can reinforce credibility.
Through in-depth user research and a strategic overhaul of the information architecture, I set out to create a seamless experience that would guide users intuitively, communicate value clearly, and build trust at every touchpoint.
The Solution
The redesigned Entrust Datacard website became a cornerstone of the brand’s transformation. By applying user-centered design principles and agile development practices, I led the creation of a unified digital platform that:
Consolidated three fragmented websites into a single, cohesive experience
Streamlined navigation and improved accessibility for global users
Reinforced brand messaging through consistent visual and verbal language
Elevated the perception of Entrust Datacard as a forward-thinking, sustainability-driven technology leader
The result was more than a website—it was a strategic tool that fostered deeper relationships with customers, partners, and stakeholders. It showcased how technology, when thoughtfully designed, can drive positive change and promote a more trusted way of living.
