BLANCCO
Challenging category norms with a bold, concept-led campaign to reposition data erasure
Overview
Blancco needed to shift perception in a category dominated by outdated practices — positioning its software-based data erasure solution as a smarter, more sustainable alternative to physical device destruction.
I worked on the development and delivery of a large-scale integrated campaign designed to reframe industry thinking, combining a strong conceptual idea with a flexible execution across multiple channels.
The Challenge
The category was heavily entrenched in a long-standing status quo — physically destroying devices as the default approach to data erasure.
This created both a perception and behaviour challenge:
- audiences saw physical destruction as the “safe” option
- alternatives were often overlooked or misunderstood
- messaging in the space tended to be technical, functional, and visually conservative
The task was not just to promote a product, but to reframe how the entire category thought about data erasure — while still delivering measurable results within a tight timeframe and budget.
The Approach
The creative approach centred around stripping everything back to its simplest, most powerful expression.
I contributed to developing and applying a bold, minimal concept built around the idea of “blank” — using negative space as both a visual device and a metaphor for clean, complete data erasure.
This allowed the campaign to:
- stand apart instantly in a visually cluttered, technical category
- communicate a complex idea in a simple, intuitive way
- create a distinctive and ownable visual language for the brand
The flexible “Blank Is…” construct provided a scalable framework that could be adapted across different messages, formats, and stages of the campaign — balancing creativity with practical application.
Execution
I worked across a wide range of campaign outputs, helping bring the concept to life consistently across both awareness and demand-generation touchpoints.
This included:
- Digital and social campaign assets
- Display and paid media creative
- Motion and video content
- eBooks, demos, and supporting content
- Campaign visuals applied across multiple formats and regions
The scale and variety of outputs required a strong focus on consistency, clarity, and adaptability — ensuring the concept translated effectively across different formats while maintaining impact.
Outcome
The campaign delivered strong performance across both awareness and lead generation:
- Over 120,000 people reached via LinkedIn within 2 months
- 5,500+ clicks through to content and demos
- 1,300+ verified leads generated
- Over 7,500 hours of total exposure time across display activity
Beyond performance metrics, the campaign established a clear and distinctive position for Blancco — successfully linking the brand to a “better way” of approaching data erasure.
My Role
Senior Designer
- Contributed to concept development and visual direction
- Delivered creative across digital, motion, and campaign assets
- Ensured consistency and scalability of the visual system across all outputs