Doppel’s previous brand leaned heavily into disruption, a valuable part of their identity they didn’t want to lose. They’re still industry trailblazers, adapting at the speed of the threats they fight. But after a $14 million Series A and a shift from rebellious startup to market leader, Doppel had evolved. Their brand needed to reflect that growth.

‍

For Doppel’s rebrand, we identified a new North Star: "More than a shield — a switch." While their previous logo featured a shield, symbolizing defense, this concept signaled a broader evolution. Doppel’s future isn’t just about protection. It’s about flipping the script on attackers. The one who disrupts is the one who wins.

‍

This rebrand marked a clear shift from defending against the unknown to proactively seeking out threats before they strike. This is social engineering defense: the new standard for countering cyberattacks.

To ensure Doppel’s evolving brand resonated with enterprise audiences while staying true to their trailblazing spirit, we conducted a voice workshop with their team to define three voice notes: Clear, Committed, and Clever. These characteristics balance the maturity and sophistication needed for credibility with the sharp, bold personality that sets Doppel apart.

‍

As Doppel scaled, their verbal identity needed to sharpen how they showed up in a crowded cybersecurity landscape. For their situational messaging, we focused on carving out a unique space around social engineering defense. Unlike competitors leaning on generic promises of speed or intelligence, Doppel’s messaging highlights how they turn attackers’ tactics against them: pairing AI with expert analysts to make impersonation too costly to attempt.

‍

Finally, we refined Doppel’s purpose, mission, and vision into concise statements that champion authenticity and communicate confidence. Together, these elements give Doppel a verbal identity that is distinct, scalable, and built to match the speed of their innovation.

Doppel’s original logo had strong foundations, but it lacked the distinction needed to match their evolved position in the market. One goal was to make the shield — a critical symbol of protection in their identity — more defined and memorable.

‍

The new mark embodies both the brand name and the idea at the heart of Doppel’s story: dueling doppelgängers. Two opposing elements face each other, representing Doppel’s unique approach of “fighting fire with fire.” At the center, the shield remains as a symbolic throughline from the original logo, reimagined here as “Doppel Vision,” a lens that sees and stops threats before they strike.

‍

The wordmark is set in Beausite Classic, a geometric typeface chosen for its balance of strength and clarity. A custom tail on the “L” gives the logotype a distinctive finish, elevating the overall personality without unnecessary embellishment. Together, the mark and type tell a story of innovation, protection, and leadership, signaling Doppel’s evolution from disruptor to market leader.

In an industry overrun with forgettable san serifs, we needed typography that stands apart. Studio Feixen Serif, with its geometric precision and distinctive notches, delivers that distinction. Paired with the clean utility of Acumin Pro, the typography system balances sophistication with clarity, projecting knowledge, technical expertise, and trust.

‍

The color palette received subtle but intentional updates to better harmonize with the new logo. But the bigger shift comes from how color is used. A more restrained, “less is more” approach in UI, labels, and links helps the brand feel confident, modern, and trustworthy without unnecessary visual noise.

‍

Illustration became another lever for elevating the system. We introduced more dimensional, story-driven scenes that reinforce Doppel’s role as an innovative force in cybersecurity. These illustrations create interest through gradients and textures while remaining simple enough to be reproduced by different designers. The result is a style that’s accessible, scalable, and disruptive in all the right ways.

Doppel’s rebrand came to life on the web, where credibility and clarity are critical for enterprise buyers. We streamlined the site architecture to highlight the platform as the centerpiece and organized content around products and industries, creating a clearer path for prospects. The design system emphasized flexibility, with modular components that could adapt as Doppel’s story and offerings evolve. The result is a digital experience that’s enterprise-ready while still recognizing Doppel’s disruptive roots.