Ditto

Redefining digital identity through strategic renaming, brand creation, and messaging

 

Project type

Brand

Industry

Finance

Location

United Kingdom

Services provided

Brand

Strategy

Design

Copy

About the project

Ditto (formerly Uniken) is a digital identity and transaction security company with over a decade of experience protecting regulated industries. Their platform has secured trillions in transaction value across financial services, insurance, government, and healthcare, with six international patents supporting its cryptographic architecture.

The company was repositioning from an on-premises security provider into a cloud-based, regulation-aligned identity platform built for the European market. With a headquarters in Berlin and a product roadmap centred on the EU Digital Identity (EUDI) framework, the business had evolved significantly. But the brand hadn't kept pace.

The former Uniken name had limited meaning in the company's target markets and lacked the emotional resonance needed to compete in a space heading toward commoditisation.

Ditto needed a complete rebrand: a new name, a new visual identity, and a messaging framework that would position them as a modern, values-led digital identity company, not just another cybersecurity vendor.

We partnered with the team to develop Ditto's brand from the ground up, creating a name, visual identity, tone of voice, and messaging architecture that reflects where the business is heading, and gives them a platform to lead with story and meaning in a market where feature parity is fast approaching.

From Uniken to Ditto

The decision to move away from the former Uniken name was strategic, not cosmetic. It had limited meaning in Ditto's target markets and didn't reflect the shift toward European regulatory alignment and user-controlled digital identity.

The new Ditto name was developed as the front-facing brand, with Uniken retained as a back-end enterprise identity. The naming strategy considered cultural relevance across multiple European languages, long-term flexibility as the product roadmap expands into wallet technology and decentralised identity, and the need for a name that felt modern, clear, and memorable without relying on abstract tech-speak or unnecessary acronyms.

Ditto Logos

A colour palette that breaks from convention

The colour palette was carefully selected to distance Ditto from the cold, utilitarian aesthetic typical of security brands. The palette balances professionalism with approachability, supporting the brand's positioning as a premium, human-centric identity platform.

Each colour was chosen to work independently and as part of a cohesive system, providing the versatility needed to communicate across different audiences, from regulated financial institutions to digital-native brands in gaming, crypto, and e-commerce.

Ditto Colour Pallete

Brand application across every touchpoint

Consistency was a key consideration throughout the project. The brand system was designed to be flexible enough to stretch across Ditto's diverse use cases, from B2B sales collateral and investor decks to developer-facing documentation and consumer-facing wallet interfaces.

We developed a comprehensive set of brand guidelines that give the team the tools to apply the brand confidently across every touchpoint, maintaining visual consistency whilst adapting to different contexts, audiences, and formats.

Ditto Brand applied

A tone of voice that ditches the jargon

The tone of voice was developed to reflect the brand's desired positioning: human, confident, innovative, and grounded. The aim was to create a voice that makes complex identity and security concepts accessible without oversimplifying, and that communicates authority without arrogance.

Key principles include clarity over jargon, confidence without overpromising, and a warmth that sets Ditto apart from the clinical tone typical of the cybersecurity category. The tone was calibrated to work across both legacy enterprise audiences in financial services and telecoms, and digital-native sectors like crypto, gaming, and neo-banking.

Ditto ToV

Advertising concepts that set the direction

We developed a series of advertising concepts that bring the new brand positioning to life across different channels and audience segments. These adcepts demonstrate how the brand translates into campaign-ready creative, showing the flexibility of the visual system and messaging framework in action.

The concepts were designed to signal a clear departure from traditional cybersecurity advertising, leaning into the brand's positioning as the "luxury" end of digital identity infrastructure, where luxury means effortless confidence, quiet authority, and seamless experience rather than exclusivity or price.

Ditto Ads

Custom icons designed for the system

A custom icon set was developed to represent Ditto's products, services, and key concepts. The icons were designed to align with the broader visual language of the brand, maintaining consistent line weights, proportions, and stylistic details that reinforce the identity system.

This bespoke approach ensures that even at the smallest touchpoints, the brand feels intentional and cohesive rather than relying on generic stock iconography.

Ditto Icons

Imagery that moves past the clichés

The image direction was developed to move away from the clichéd visual territory that dominates cybersecurity and identity marketing. Rather than abstract tech imagery or sterile corporate photography, the approach prioritises a modern, refined aesthetic that supports the brand's premium positioning.

Guidelines were provided for sourcing, treating, and creating imagery that feels ownable and distinctive, ensuring visual consistency across all brand communications and reinforcing Ditto's position as a brand that leads with meaning and experience.

Ditto Imagery