Rotate (formerly Armoz) is a new cyber security platform aiming to protect and insure small to medium-sized businesses.

With a fresh, modern approach to cyber security, Rotate is shaping the future of work by creating an all-around better way to secure your business.

A new category of cyber security.
Traditionally, cyber security solutions have focused on the enterprise. However, with millions of attacks on small businesses annually, and nearly 90% of owners feeling vulnerable to cyber attacks, there was a clear opportunity to create a solution for businesses of all sizes.

With a world-class team of cybersecurity experts, and backing from investors including Treasury, UpWest, at.inc, and Torch Capital, Rotate set out to create a new category of business protection where cybersecurity and insurance work hand in hand.

Evolving the brand
Having developed the product, the Rotate team worked with Israeli-based brand consultancy SIDE ST to establish a strong, actionable positioning and GTM strategy. Leveraging SIDE ST’s early-stage startup expertise, we partnered throughout the process to conceptualize Rotate’s vision and turn it into a bold, differentiated brand that supports business goals and resonates with the market.

With a focus on US growth, it was clear Rotate needed a brand that would appeal to SMBs and SMEs in North America. With most cyber businesses feeling technical, and leading with fear, the goal was an approachable B2B2C brand that connected with key audiences through approachability, reliability, and trust.

The strategy: Securing the future of work
A thorough immersion phase led us to several key strategic insights that would define our brand strategy, and ultimately the goal of positioning Rotate as the go-to security solution for SMBs and SMEs in the digital world.

Work Assured.
Working sessions with the team led to the brand idea of “Work Assured”, a notion that captures that in an increasingly digital world, where businesses live or die online, customers want simple, effective cybersecurity that revolves around the way they do business.

Naming
With research showing that the original name Armoz wasn’t resonating with customers, we began a naming process that led us to “Rotate”.

Building on the brand idea of “an all-around better way to secure your business”, Rotate felt straightforward, assured, and approachable, while also conveying the idea of 360-degree protection, 365 days a year.

Identity: Secure from every angle
With the name “Rotate” secured, we explored what 360-degree protection might look like – circling, orbiting, and considering security from all angles. Aware that this idea might feel unsettling, it was front of mind to ensure the design felt human and approachable.

Explorations led to a rounded, almost friendly “r” symbol that was built from the outset with motion in mind. The distinct compositional shapes also extended into a distinct graphic language that could be used as framing devices throughout the identity system.

To create balance, we paired the symbol with an established, intelligent feeling logotype to create the feeling of something forward-looking, but also trustworthy. The black-and-white color palette incorporates a cool-toned blue to instill a sense of safety and reliability. It is offset with vibrant orange accents that create energy and draw attention to specific system elements.

Denton and MatterSQ were selected as typefaces that embody intelligence and approachability, serving as powerful assets to both communicate complex information and deliver impactful statements with clarity.

The simple graphic language is informed by the Rotate symbol, using rounded, dimensional shapes that rotate to bring movement and energy.

Experience
To introduce Rotate to the market, we created a simple launch website experience focused on giving an overview of the new platform, telling the core story, and introducing the new brand. The site was seamlessly designed through UX and UI as a functional mock-up in Figma, then built out in Webflow.

What’s next
With the launch of Rotate into the US market, we’re excited to see how the new brand will support customer acquisition, strategic partnerships, and additional fundraising.

“A LINE did an amazing job helping create the new Rotate brand. We knew that having a clearly defined, clearly differentiated brand would be key in helping us attain our business goals and the A LINE team was invaluable in guiding us through the process of articulating and bringing to life our ambitious plans for developing a revolutionary new category” – Ro’ee Margalit, Co-Founder & CEO, Rotate