Case study
Centripetal
Brand strategy
Messaging and positioning
Visual identity and design system
Website strategy and content
Sales enablement
Challenge
Centripetal had built unmatched technology in real-time threat intelligence, capable of processing more than 10 billion threats a day. But their story was fragmented: overly technical, difficult for business leaders to grasp, and lacking a strong platform to show how their solutions translated into customer value.
They needed a clear, compelling brand and website that would unify their positioning, elevate their design system, and empower their sales team with narratives that speak directly to CISOs.
Solution
Partnering closely with Centripetal’s leadership team, Waza led a comprehensive brand strategy and design engagement. We conducted an audience empathy study, gathering insights from hundreds of stakeholders, and translated these learnings into a new messaging framework organized around business-driven cyber operations priorities.
A fresh visual identity and scalable design system were created, and the new website was architected to balance clarity with depth — from high-level positioning to technical proof points.
Impact
While early in its launch, the new Centripetal brand and website have been described internally as “transformational.” The experience now maps Centripetal’s technology dominance directly to business outcomes, arming the sales team with clear use cases they can leverage immediately.
The new digital presence not only strengthens market perception but also unifies Centripetal’s story across all customer-facing channels, positioning them for accelerated growth.
“This website is transformational for Centripetal, clearly mapping our technology dominance to customer business value and efficient operations.”
Julie Preiss, Chief Marketing Officer
