Lasso Security — rebranding, from the website to print, merchandise and the office

Lasso Security’s website header — ‘Get to know Lasso’ on a tilted illustrated tablet held up by robot arms, with a hat, a lasso and a shield Lasso Security

Introduction

I helped turn Lasso Security’s new identity into a fully realized brand. As Lasso’s in-house designer, working alongside Deutsch & Co., I extended the visual system, adapted it for new use cases, and brought it to life across the business, from the web to print, merchandise, and the office.

Details

Project
Rebrand — Lasso Security
Timeframe
2024
Role
First designer · Product and brand
Collaborative
Deutsch & Co.
Website
Lasso.security
Six spot illustrations drawn in the identity’s line — a checklist, a hat, a shield, a badge, a rocket and stacked cards Lasso Security’s LinkedIn page on a pink-framed monitor — the new banner, logo and sheriff illustration

My role

  1. Illustration extension, in the identity’s line
  2. Website and social design
  3. Print, merch and office

The website designs

The identity came from Deutsch & Co. My role was to take it forward, making design decisions, expanding the system, and keeping the brand consistent without the agency in the room.

Website use-case page — ‘Secure GenAI Chatbots Conversations’, with the sheep and a colleague at a desk
Website team page — ‘Get to know Lasso’, the tablet held by robot arms
‘What Lasso Is All About’ — four value tiles: Infinity & Beyond, Communication & Trust, Celebrate Everyone, Make an Impact
Website use-case page — ‘How to Protect Your Code in the Age of GenAI’, with the cowboy swinging a lasso

The Identity

Team t-shirts at a company run — ‘Running Faster Than GenAI’ with the running sheep on the back

Beyond the website

The website proved the identity could scale. These applications proved it could be owned. Taken off-screen and onto physical objects, the identity had to stand on its own, using the same visual language without introducing anything new.

The office — white cactus and cowboy-on-horseback silhouettes painted on a sand-coloured wall Two branded notebooks — a cream cover with the office scene and a yellow cover with the sheep and robot arms

Second project

Lasso Security platform

Role
Product designer
When
2023–2024, before the rebrand
Product
AI security platform

End-to-end design for a complex, AI-driven cybersecurity platform, defining visual and interaction standards across all product domains, from concept to production-ready specs, collaborating daily with PMs and engineers.

My role

  1. Immersive Research & Discovery
  2. Production-ready interfaces
  3. UX strategy

Two use cases

Policies page — a table of classifiers for the ChatGPT provider, grouped by Credit Card Number, with columns for category, type, severity, request and response actions

Making complex policy manageable

The challenge was density. Hundreds of classifiers, each needing its own behavior for requests and responses. I designed one grouped table, organized by the data each rule protects, where severity is set once and request and response actions are handled separately.

Admins configure the whole system from a single screen, and it stays readable as the rule set grows. The design frames safe AI adoption as a set of clear choices, not a blanket block.

Playground page — a chat window where a sent prompt opens a ‘3 sensitive data issues found’ panel listing High, Low and Fixed issues beside the edited prompt, with Submit and Clear all actions

Designing trust before rollout

Admins won't switch on a policy they haven't seen work. I designed the Playground as a live test: send a real prompt, and the gateway flags, masks, and fixes sensitive data in place, each issue shown as a card ranked by severity beside the edited prompt.

I owned it end to end, from research to the mask, fix, dismiss, and undo states to production-ready specs. Teams can try a policy and see exactly what it catches before it goes live.

Next project

CuratePro

My Arts