Trava

Trava Security as a wordmark is long, making it difficult to scale. Stacked logos work better for longer names in order to fit into a square, otherwise you scale a logo so small it is no longer recognizable. Security was given more weight than it deserved - Trava was the name that gained brand recognition. Security needed to be present, though, so stacking the logo allowed both names to be visible while not compromising scalability in other designs.

Trava wanted to get away from the reds and yellows in their brand that signaled warning signs or danger or that something was wrong. Trava certainly knows how to handle a security situation gone wrong, but they also focus on preventing such issues from happening, and the brand needed to reflect that positioning.

With a refreshed color palette and type system, we were able to generate page templates quickly and consistently. The refinements were subtle but the smart use of gradients and pops of color helped breathe life into the brand without departing from its source.

We focused most of our design effort on a navigation that reflected the new positioning. Their previous site had dozens of sub-menus (some 4 levels deep) that were cumbersome to navigate. We designed a robust large navigation that’s more engaging and explains their services without having to open the page, and an icon library that was specific enough to their domain while generic enough to be utilized in different ways.

The first tool we created was a migration tool. Trava had hundreds of pages but many of them were outdated, not tied to their current positioning, or just old with no traffic. With a combination of exports from Google Search Console, Google Analytics, and WordPress, we created a scoring tool to identify which pages had value and which didn’t. We crawled and scored 652 pages, pruned around 300, and migrated the rest. Pages that generate no traffic often don’t increase SEO scores, and many of the pages that were simply out of date with Trava today were actually hurting its credibility. We created addition through subtraction. Additionally, we rearchitected the pages built through WordPress to decrease page load time significantly.

The second tool we built was an open graph image creator. For the 100+ articles we migrated over to Webflow, they needed new images using the brand. We created a template, with dynamic text for the article category and title, then exported custom images for each article. Now, when any blog is shared on social media, Trava’s brand is reinforced through the visuals that remind you who authored the article.

Everything we created was packaged and handed off to the Trava team, allowing them to quickly create content and pages on brand straight from Claude.

Cybersecurity is a complex topic (hence why companies outsource their needs to experts like Trava). To break the information down into easily comprehensible parts, we designed visual interactions to help explain more complex areas of their cybersecurity services. When a website visitor hovers over one interaction, they can understand the service one piece at a time in a way that bullet points cannot convey.