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How do you turn disruption into conversion?


When a company on a mission to change their entire industry started planning its launch, they looked for an agency with the passion and know-how to match their own.

Today, Illumio is known as a pioneer in micro-segmentation. They’ve earned multiple awards including Forbes’ Cloud 100 list of top private cloud companies, and was named to the CNBC Disruptor 50 list in 2017. But before everyone was talking about Illumio, they were talking to BSTRO.

  • clientIllumio
  • industryInternet Security


Illumio approached BSTRO when they were still in stealth mode. One of the key components to support their launch was their website. BSTRO worked with the Illumio to team to envision a web presence that would feel unique, cut through the crowded cyber security marketplace, provide enough information to entice leads, and intrigue visitors to schedule a demo of their software.


  • UI & UX Web Design
  • Web Development
  • Content Strategy
  • Illustration
  • Photo Direction


To create a powerful website that would simultaneously educate prospective IT decision-makers about Illumio’s approach to security, assuage their concerns about risk, and drive excitement about the possibilities, BSTRO created responsive design elements like immersive patterns and textures to showcase Illumio’s radical new product offering, and allow customers to see real-time data and application traffic that’s normally invisible. Illumio’s story unfolds through an inviting home page, to genuine executive bio pages, and an inviting blog which engages visitors, encouraging further on-site explorations.


BSTRO started the site design process with an in-depth exploration of the role the website should play for Illumio’s key audiences. We discussed the buyer journey, the role of PR, investor relations, and the voice the Illumio leadership team would convey thru frequent blog posts and leadership articles, and client testimonials. The team of stakeholders at Illumio and our marketing strategy team uncovered the core of the story and the elements that would get users engaged. We worked with their product and marketing teams to develop a content plan, UI and UX design that would be informative, intuitive and provide a refreshing user experience, while achieving Illumio’s business and functional requirements.


To communicate with both technical and non-technical decision makers, the website’s infographics simplify complex security concepts without neglecting the technical “meat” that persuades IT directors and Chief Security Officers.

BSTRO’s custom imagery added a human dimension to the site, providing context for the product-based content. A consistent, monochromatic image style helps anchor and unify the visual design.


To maximize the impact of Illumio’s launch, we leveraged the RSA Network Security Conference in San Francisco to create a targeted marketing campaign aimed at capturing attention and driving both website and conference booth visits.

We developed and managed an awareness campaign that covered taxi tops, billboards, and transit shelters throughout the city. Through arresting colors, bold, non-technical imagery and engaging copy, the campaign was a dynamic counterpart to the new website, extending reach and driving traffic.

This multi-layered marketing ecosystem was designed to build brand awareness and convert engagement into sales.


With glowing coverage in the press, $267.5 million in funding — including heavyweights like J.P. Morgan Asset Management, Andreessen Horowitz, Microsoft Chairman John W. Thompson, and Salesforce CEO Marc Benioff — it’s safe to say that Illumio is taking the security world by storm.

BSTRO is proud to have helped launch this innovative new company, and we’re enthusiastic about continuing to support Illumio’s digital marketing efforts as they reinvent and redefine micro-segmentation.

BSTRO has consistently brought their energy, excitement and expertise to our projects. I can honestly say that I don’t think anyone could have done it better! I continue to look forward to what we can develop next with BSTRO’s talent and innovation.

– Wendy Yale, Vice President of Marketing, Illumio


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