Repositioning an open source project into an enterprise-ready brand
When I joined CrowdSec, it was a heavily B2C, open source brand: playful visuals, community-first messaging, and a positioning that spoke to individual tinkerers more than the security teams and buyers who could actually adopt it at scale. The product had grown into serious enterprise territory, but the brand didn't follow. I led the repositioning from that consumer-leaning identity to a mature, buyer-focused brand: sharpening the messaging around real threat intelligence and business outcomes, rebuilding the visual identity, and rewriting the core product and solution pages. The new website design also directly addressed long-standing UX and conversion problems, restructuring the journey so that a security buyer could understand the value and act on it.
Keeping the community DNA
Moving up-market is where most open source rebrands lose their soul. The hard part here wasn't looking more enterprise; it was doing so without abandoning the community that made CrowdSec what it is. So, I made the community the spine of the story, not a footnote to it. The crowd fuels the threat intelligence, the threat intelligence powers the product, and enterprise adoption feeds the crowd back. It was never community versus enterprise; it was two halves of the same cycle, and the brand had to make that loop obvious.
Live website: crowdsec.net ↗