A brand transformation
designed to move the market
and the pipeline.

THE BRIEF

Reposition Todyl around a clearer, more differentiated story, bring that story to life through a new brand and website, and turn it into an integrated demand engine capable of engaging both MSP partners and end customers.

THE CHALLENGE

Strong product, 
crowded category.

Todyl had built a powerful cybersecurity platform that enabled MSPs to deliver enterprise-grade protection while also serving the needs of end customers.

As the business entered its next phase of growth, the opportunity was to create a brand that better reflected the strength of the platform, differentiated Todyl in a crowded category and gave marketing and sales a stronger platform for growth.

Todyl partnered Unbound IA to connect that brand transformation directly to demand -without losing momentum in-market.

Growth in just 90 days

+180%
website traffic QoQ
+123%
branded search QoQ
427%
YoY social media  coverage growth

THE MODEL WE BUILT

A new brand, built to drive
demand.

We rebuilt Todyl from brand through activation — creating a new positioning, identity and website before translating the platform into an integrated account-based campaign. The result was one connected brand-to-demand system designed to build recognition, engage priority audiences and convert attention into pipeline.

STRATEGY

A sharper brand position

Defined a differentiated, outcome-led story around the value Todyl creates for MSPs and the businesses they protect.

BRAND

A complete new identity

Created a new visual and verbal brand system designed to give Todyl greater distinction, confidence and consistency across every touchpoint.

EXPERIENCE

A redesigned website

Rebuilt the website around the new positioning, creating a clearer journey from brand story to product value, proof and conversion.

CAMPAIGN

_protect what you build

Turned the positioning into a full brand-to-demand campaign — a simple, powerful idea that became both an external platform and an internal rally cry for Todyl.

TARGETING

Account-based by design

Organized activation around priority accounts and audiences, using tailored messaging to engage both MSP partners and end customers with greater relevance.

ACTIVATION

One connected demand engine

Activated the new platform across paid social, display, content, video, events and other high-value touchpoints — building recognition while creating opportunities for sales.

THE RESULTS

A new brand delivering
results in its first 90 days

Within three months of launching the new brand and demand
platform, Todyl was already translating increased market presence
into measurable pipeline and closed business.

Pipeline generated (Q1)

$240k

First quantified pilot

Strong for pilot-stage Q1 spend

Return on ad spend

6x

First quantified pilot

~2x the -3x B2b Saas paid benchmark

Display viewability

78%

First quantified pilot

~13pts above IAB premium (-65%)

Social media coverage

+427%

QoQ, +151% YoY

–

Website traffic

+180%

QoQ, +41% YoY

–

Why it WORKED

Three advantages,
working as one.

01

A brand people could rally around

“_protect what you build” gave Todyl more than a campaign line. It created a clear expression of what the company stood for — differentiating the brand externally while becoming a rallying cry for the team internally.

02

Account-based relevance

An account-based approach allowed Todyl to build the brand broadly while creating greater relevance across its two critical audiences: MSP partners and the end customers they serve.

03

Brand connected to revenue

Rather than treating the rebrand as a standalone exercise, we connected positioning, identity, website, campaign and activation from day one — enabling the new brand to start contributing to pipeline within its first three months in market.

“”

Over the past year, Unbound has been a true strategic partner to Todyl. They helped us reimagine our brand and turn it into a brand-to-revenue platform that gave our teams a powerful, differentiated story to take to market. What impressed me most was their ability to combine bold creative thinking with commercial focus — working collaboratively across our organization to successfully bring the new brand to life internally and then activate it consistently across channels. We saw the impact almost immediately, with the campaign delivering meaningful results within its first quarter in market.

Polina Kazakova

CMO, Todyl