02 / Case Study

Outseer

Giving a spun-off fraud company a brand people could not walk past.

Role: Marketing Director, Brand and Content
Period: 2021 – 2023
Disciplines: Brand Campaign · Content · Digital Experience · Product Marketing · Experiential

The Stop Fraud Not Customers campaign running on a large curved billboard in Times Square at night.

1,700%: Increase in brand salience
300%: Increase in digital conversion
2.7M: Streaming impressions

Context

RSA spun its fraud and payments security portfolio into a new company. Outseer launched with a credible product line and effectively no brand recognition of its own.

New leadership wanted a platform story rather than a set of disjointed products, which meant the marketing problem and the architecture problem were the same problem. Prospects needed one way to understand Enroll, Authenticate, Transact and Manage as a single journey.

I reported to the C-suite and owned all brand, content, and digital experience for the new company.

My role

I owned the brand from naming conventions through campaign, content, and every digital surface, directing internal teams alongside agencies, freelancers, and a web development function I industrialized into a roadmap rather than a queue of requests.

In practice that meant writing and directing the global campaign, building the microsite and product launch experiences, standing up interactive sales tools, running the event and demo programme, and launching a monthly video series.

Selected work

Stop Fraud Not Customers

The strategic point was that fraud prevention usually punishes good customers. The line argued the opposite, and it was written to work outdoors first — where you get about two seconds.

Creative direction board with the words direct, mysterious, provocative, intriguing, memorable and freeform alongside reference campaigns. — Direction set as six adjectives with references attached, so the agency and internal teams argued about the same thing.

Stop Fraud Not Customers billboard mockup with a seated woman using a phone.

Stop Fraud Not Customers billboard mockup with a woman carrying shopping bags.

Stop Fraud Not Customers billboard mockup with repeated stacked typography in Outseer green and navy.

Outseer Stop Fraud Not Customers digital panel installed in a subway station. — Transit placements used repetition rather than imagery — legible at distance, and unmistakably one campaign across every format.

Three Outseer campaign screens installed side by side in a transit corridor.

Campaign results board showing outdoor, transit and social placements with performance figures. — The campaign ran across Times Square, NYC and London outdoor, addressable streaming, national broadcast, and a two-year MLS sponsorship with the San Jose Earthquakes.

The campaign microsite

Outdoor drove people somewhere. The microsite had to convert curiosity into a fraud conversation without an immediate product pitch.

Stop Fraud Not Customers microsite showing $195+ Billion in protected transactions and an anonymous stories of fraud submission form. — Leading with protected transactions rather than fraud caught — the same data, framed as customer outcome.

The campaign microsite shown on a desktop monitor.

Social tile with add-to-cart interfaces and repeated Stop Fraud Not Customers typography. — Social reused the outdoor typographic system rather than inventing a second look.

Social creative showing a bank verification code and account locked message alongside a smiling customer. — Scam-pattern creative that showed the fraud rather than describing it.

Launching Emerging Payments

Outseer Emerging Payments authenticated buy-now-pay-later and new digital commerce transactions. The launch had to explain an unfamiliar fraud vector before it could sell a product.

Emerging Payments product page module plan with copy requirements and creative production tasks. — Page planned as modules with copy and production tasks attached, so design, copy and development were never waiting on each other.

Outseer BNPL product page with the headline Provide seamless fraud protection for your BNPL installment programs.

BNPL page section explaining installment fraud growth with an embedded product video.

Outseer Emerging Payments launch page with press release link and introduction video.

Seamless fraud protection for your BNPL installment program social creative.

Securely manage installment plans social creative with a mobile banking interface.

LinkedIn countdown post reading Looking Ahead Pays Off, join us 2.2.22. — A dated countdown gave sales something to share before there was anything to sell.

Turning a spreadsheet into a sales tool

The sales team was running ROI conversations off an ageing Excel file with computing functions bolted on. It worked, and it undercut everything the brand claimed about being cutting-edge.

Design concept for the Outseer ROI calculator used to secure internal buy-in. — Concept first, for internal buy-in — the sales team had to want this before it was worth building.

The finished web-based Outseer ROI calculator interface. — We rebuilt the original spreadsheet's logic exactly rather than improving it, so the tool matched what the team had already been trained on. It remains part of their sales flow years later.

The platform magic wall

To replace the disjointed product story, the design and development team built the platform architecture into a live, interactive experience.

Outseer Intelligent Platform interactive marketecture graphic showing the Risk Engine, Global Data Network and product offerings. — Clickable rather than illustrative — prospects could open any node to reach products, metrics and current fraud vectors.

Second view of the Outseer platform magic wall showing use cases across enroll, authenticate, transact and manage.

Partner network and live demonstrations

The Risk Engine is difficult to demo, because what it does well is invisible. So we hired a renowned mentalist and trained him on the product until the demo flow was genuinely part of his mentalism routine.

Crowd gathered at the Outseer conference booth during a live demonstration. — Crowds gathered for three straight days. The performance did the explaining that a dashboard walkthrough could not.

Attendees watching a performance at the Outseer booth.

Outseer booth with a Showtime in Progress screen and Visionary Science, Authentic Customers messaging.

Outseer Risk Engine mobile risk assessment screens showing genuine and risk scoring.

Corporate branding

Outseer office lobby with branded reception wall in green and navy.

Outseer team photographed in front of the branded office wall.

Outseer branded apparel showing I'm an Outseer Solution Consultant and Fight Fraud shirt designs.

Outseer Fraud and Payments Report and event invitation collateral.

What changed

Brand salience increased 1,700% through the global omnichannel Stop Fraud Not Customers campaign, spanning Times Square and NYC and London outdoor placements, addressable streaming, national broadcast, and a two-year MLS sponsorship with the San Jose Earthquakes.
Digital conversion rose 300% and web traffic 250% post-launch; the campaign delivered 2.7M streaming impressions and 40% growth in social engagement.
The web development and digital experience roadmap was industrialized, producing 25% growth in monthly page visits and three new interactive demo experiences.
The Outseer Magic Wall became the standard way prospects were walked through the full product portfolio.
Outseer Lens launched as a monthly video series with channel-specific strategies across LinkedIn, Facebook, Instagram, TikTok and YouTube.

Looking back

Stop Fraud Not Customers started as an outdoor headline and ended up as the company's operating argument — sales used it, product used it, the booth was built around it. That was partly luck. We set out to write a campaign line, not a positioning statement, and it happened to survive contact with every other department.

The ROI calculator taught me more. It worked because we reproduced the sales team's existing spreadsheet logic exactly instead of improving it, and it is still in their flow years later. The work that lasts tends to respect what people already know how to do.