LastPass: Relaunch Campaign
During my time at GoTo (formerly LogMeIn), I was involved with multiple LastPass campaigns, including a major brand transformation. LastPass is a password management software that is uniquely marketed both to individual consumers and enterprise level businesses.
Faced with the challenge of appealing to a large audience, I oversaw production, designed templates, collateral, and infographics, created gifs, collaborated with brand directors in building guidelines, conceptualized paid media campaigns, and approved social posts, including visuals and copy, all while managing a team of junior designers.
Role
Senior Designer
Credits
Patrick Hnath, Executive Creative Director
Thomas Mills, Creative Director
Brand Guidelines
In 2021, I had the opportunity to be a part of transforming the LastPass brand. In coordination with dropping the “by LogMeIn” from the logo, I collaborated with the Brand + Creative team to design and develop completely new brand guidelines. This included creating a new visual system, including the font stack, graphic elements, photography treatment (we love a pop of red!), and motion graphics.
We remained true to the core of the LastPass brand, but gave it new life to be relevant and competitive in the market. The position, vision, mission, and purpose of the LastPass brand were also updated and reflected in our entire marketing portfolio.
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While LastPass Red is the hero, the remaining primary colors and secondary colors support the brand. The rounded triangle can be used on its own, as a text holder, or an image holder.
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The LastPass icons are designed with rounded black strokes. The primary icons feature a rotated triangle, using the secondary color palette, set at 50% opacity.
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The triangle pattern is primarily used as a texture. The pattern can consist of a varying number of triangles for smaller or larger patterned areas. The individual triangles can vary in opacity levels, but must stay the same size within their pattern grouping.
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The stroke with rounded corners and edges is meant to be approachable and friendly. The use of dots ties into the LastPass logo, and the loop represents a moment in time when LastPass comes in and provides seamless security for users.
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Imagery for LastPass should represent our lives holistically. We believe that our “digital life” is really just “life” and therefore we need to capture and have access to photography that can solve for use cases across the spectrum.
Creative Examples
From templates to collateral, to infographics, to paid media campaigns, here are a few examples of how we brought the refreshed LastPass look and feel to life. The updated graphic elements allowed for endless visually captivating assets, including motion.
“Natasha, We could not have done it without you. While we were concerned about the hyper-accelerated 4-week timeline, you made it look easy from mood boards to concepts. Your design efforts and thoughtfulness enabled us to present the LastPass brand in a different light. One that is modern, authentic, and relatable. Your work proving the flexibility of our concept with infographics, ebooks, and collateral did not go unnoticed. Then you jumped right in, leading our designers through the development of over 200 assets to launch a campaign on this new Creative Platform. Thank you for your design expertise, leadership, and dedication to this project. I really appreciate it.”
– Patrick Hnath, Executive Creative Director
