SharkNet
Website Security Brand
Services
Brand Strategy / Identity / Website / Marketing CampaignCyber attacks are not pretty; they cause millions of businesses a huge amount of stress. Our role was to develop and launch a new website security brand, to stop online threats before they strike.
Getting hacked is not just about your website going down – it can have a far-reaching impact across your whole business, affecting customers, suppliers and staff, with attacks only getting more frequent and more sophisticated. Lance Montana developed an entirely new brand, from the name and visual identity through to the website and launch campaign. The brief was clear: we needed a brand that didn’t feel like an IT business, but one that was distinctly Australian, and instantly conveyed trust and protection from predators. And so, SharkNet was born. Because in the murky waters of the digital world, having trusted Aussie cyber support makes all the difference.
Brand Strategy
A Deep Dive
This is where insights, ideas and language take shape, laying the foundations for the brand identity, marketing strategy and communications language. For SharkNet, the opportunity was clear: position the business as a trusted Australian brand that broke away from the dull and often jargon-filled conventions of traditional IT companies. We wanted to create something that didn’t feel like “just another IT business”—something distinctly Australian, protective, and bold.
Brand Identity
Distinctly Australian
The SharkNet identity was designed to create a sense of drama. The tone was confident and unafraid to be different, striking a balance between sinister and playful. The result was a look and feel that was memorable, uniquely Australian, and anchored in the predatory dangers SharkNet protects against.
Website Design & Development
Built for Security
The SharkNet website was built to be simple yet powerful. Clear statements positioned SharkNet squarely where it needed to be, resonating with its B2B audience while avoiding the boring clichés of offshore IT providers. It delivered the right blend of security, authority and accessibility, reinforcing SharkNet as an Australian business offering personal service in a digital world.
Social Media
Super-sharp Socials
The strategy balances sobering insights and hard-hitting statistics with content that’s engaging, entertaining, and unmistakably SharkNet. On social, this mix shines — blending humour, metaphors, and bite-sized explainers to keep audiences hooked while driving home serious messages. Thanks to the depth of planning in the strategy phase, execution flows seamlessly and the brand quickly establishes a strong, unmistakable voice online.
SHANE THE SHARK
Menacing Mascot
The shark was the perfect embodiment of a dodgy and dangerous villain — a creature that instinctively carries connotations of menace, unpredictability and lurking threat. Known for their predatory behaviour, circling their prey before striking without warning, sharks became the ideal metaphor for the risks and shady practices our audience wanted to avoid. By casting our mascot in this role, we naturally positioned SharkNet as the hero of the story, giving us a playful narrative for more memorable and engaging marketing campaigns.
You can see how we brought Shane to life below!
Marketing Campaign
Cutting Through
The marketing campaign blends messaging about the real dangers of cyber threats with lighter, character-driven content through our playful mascot, Shane the Shark. This balance captures audience attention so that we can highlight the seriousness of the risks while making the technical side of cybersecurity easier to digest. This diversity of creative allowed our marketing team to test the waters, exploring which ideas made the biggest splash.
Hit the play button to see our campaign in action.
Interested in working with us?
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