Identity Guard

Promoting unparalleled personal protection service.

dentity Guard, the primary competitor to Lifelock, created a personalized identity protection product to empower customers in a risky digital world. Their services have been recognized by the Online Trust Alliance as “Top of the Class” in implementing the best practices in data security and privacy. Identity Guard was also awarded “Best ID Protection Service” by Kiplinger Finance magazine in 2015.

Project Mission

Identity Guard needed a strong web presence for their redesigned site to inform potential customers about the identity theft risks inherent in the modern digital world through a unique product story.

What We Did

We successfully visualized Identity Guard’s brand by framing the product messaging in a digital-first capacity while integrating audience-targeted imagery and messaging. WDG also partnered with Intersections Inc., Identity Guard’s parent company, to successfully launch Credit Alert and Identity Guard Business as two other distinct projects.

Partnering for a Successful Redesign

WDG’s creative team worked in tandem with several vendors for Identity Guard’s complex redesign, joining with our partner organizations to ensure a smooth integration of services.

With aggressive timeframes and very tight turnarounds, the project scope relied on an agile methodology to ensure consistent quality. In a testament to our precise timeline and work ethic, we not only provided multiple design options, but also later revisited designs to incorporate additional branding opportunities for IBM’s Watson AI for the product launch.

Highlighting Brand Integrity

WDG strategists utilized web analytics, user surveys, and comparative analysis to help create a new navigational structure that coincided with standard customer experience life cycles. In order to carefully position the product within the market based on comparative analysis, we contextualized assets to best highlight Identity Guard’s competitive advantage. By targeting key audiences through this content curation, the final product encourages brand dispersion amongst a variety of audiences and marketing channels.

Ensuring Maximum Security

To increase brand visibility, we worked closely with Identity Guard to best position their product for users who are often unaware of their digital vulnerability. The selected content created an informative, yet empowering, tone to help entice views and create conversions. We also implemented a background video with timed HTML text managed by the CMS to engage and attract users upon initial view. To ensure the security of the site, WDG developers thoroughly vetted open source plugins and ensured best practices were used to protect the fidelity of the platform’s core code base. The site also passed an InfoSec security scan before being considered deployment-ready.

IdentityGuard web design homepage


custom landing pages

Responsive Capabilities

WDG’s development team ensured Identity Guard’s responsive site would be fully fleshed out on every device, including the custom home page. We thoroughly tested the site on multiple devices and browsers before deployment, focusing on the integrity of every text piece and image throughout the testing process.

Identity Guard responsive mockup

You are attempting to find the sweet spot that not only attracts customers, but ensures they buy your product or service. Shortcuts are not going to cut it.

Lisette Alvarez Digital Strategist

Capitalizing on Customization

WDG strategists received product sneak peeks from Identity Guard to best knit the feature set with its aesthetic depiction. As a result, two templates were created to anchor keyword and campaign-specific traffic. Another landing page was repurposed for driving traffic initiatives from paid media avenues. Our developers then implemented tag manager Tealium to establish a reliable information architecture (IA), and an SEO template was built to anchor text-rich pages with key areas of interest within the vertical for users. For example, a new Resource Center was rebuilt with topical taxonomies and multiple content types, which were leveraged to anchor upcoming inbound marketing campaigns. We also created a customized HTML email template for targeted lead generation.

IdentityGuard web design project

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