A brand new spin on cyber security.
Rotate, formerly Armoz, is a revolutionary new cyber security platform aiming to protect and insure SMBs and SMEs. With a fresh, modern approach to cyber security, Rotate is shaping the future of work by creating an all-around better way to secure your business.

Maor Ofek

Tess Lenk

Mackenzie Pringle

Michael Meyer

Sophie Lietz

James Trump

Nick Monkhouse

Hongjin Lan


Brand Strategy


Messaging & TOV

Visual Identity

Website UX & UI


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A new category of cyber security
Traditionally, cyber security solutions have mainly targeted the enterprise.  However, with millions of attacks hitting small businesses each year and almost 90% of owners feeling vulnerable, Armoz recognized a chance to help businesses of all sizes stay safe online.
Work Assured
Collaborative work sessions with the founding team and strategy partner, Side St, led to "Work Assured" as our chosen positioning, an idea that encapsulates the notion that customers seek straightforward, effective business security that revolves around the way they do businesses.
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An all around better way to secure your business
Building on the notion of “an all around better way to secure your business”, we arrived at “Rotate”, a new name conveying the idea of 360 degree protection while feeling straightforward, assured, and approachable.

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360-degree business security
With the new name established, we moved into visual identity, envisioning what 360 degree business protection might look, and considered how it might orbit, safeguarding against threats from all angles.
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Secure from every angle
Our explorations led to a rounded, approachable "r" symbol, meticulously crafted to work in motion, and with the versatility for its distinct, dimensional shapes to serve as framing devices for imagery throughout the identity system.
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A new spin on business security
To create balance, we paired the symbol with an established, intelligent-feeling logotype that is forward-looking yet trustworthy. The black and white color palette incorporates a Teal Blue to instill a sense of safety and reliability, complemented by a vibrant orange that creates energy and draws attention to system elements.
Typefaces Denton and MatterSQ embody intelligence and approachability, serving as powerful tools for communicating complex information and delivering impactful statements with clarity.
The simple graphic language system is informed by the symbol, utilizing rounded, dimensional shapes that rotate to infuse movement and energy.
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"A LINE did an amazing job helping create the new Rotate brand. We knew that having a clearly defined, clearly differentiated brand would be key in helping us attain our business goals, and the A LINE team were invaluable in guiding us through the process of articulating and bringing to life our ambitious plans for Rotate”
Ro’ee Margalit, Co-Founder & CEO, Rotate
Let’s further the future
Thank you.
> We’ll be in touch soon.
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