JKR Helps Tenable Bring Clarity to Cybersecurity's AI Era

May. 27, 2026

Global branding agency JKR has partnered with Tenable® on a major brand transformation as the cybersecurity company evolves its position as a modern leader in exposure management. Together, the teams developed a new strategic platform, visual identity, and integrated campaign designed to establish a more distinctive presence in a category long defined by technical complexity and conventional B2B branding tropes.

Cybersecurity used to be about fixing individual vulnerabilities. Today, it’s about managing risk across complex, interconnected systems that are constantly changing. Yet most organizations still rely on siloed tools, making it hard to see what matters or decide what to do first.

Meg O'Leary, Chief Marketing Officer at Tenable said:

"This is a new era for Tenable and we wanted our brand to evolve to reflect the scale of the challenges we help organizations solve today. Over the years, Tenable has built deep trust helping customers identify and reduce cyber risk. This transformation builds on that strong foundation while reinforcing our leadership in exposure management and making it clearer how we help customers navigate the next era of cybersecurity shaped by AI."

 

• Control Over Chaos. 

To support Tenable’s repositioning as a leading authority in next-generation cybersecurity and exposure management, JKR developed a new strategic brand platform, "Control Over Chaos", designed to define the company’s future direction and clarify its role in an increasingly complex category.

Stewart Devlin, VP of Creative at Tenable said:

"Clarity is Tenable’s superpower, enabling control in a category that often overwhelms people with complexity. This is not a pivot. It’s an evolution of what Tenable has always done, applied to the AI era."

 

• From Untenable to Tenable.

The strategy is expressed through a new visual identity built around the creative idea "Untenable to Tenable", brought to life through the concept of perspective.

Built from the cube shape within the original Tenable mark, an anamorphic visual system was developed to express the brand’s core proposition. From one perspective, a chaotic mass of cubes represents the overwhelming volume of fragmented data organisations face every day. From another, those same cubes align to form a clear message, illustrating how Tenable brings clarity to complexity through perspective.

That principle extends throughout the wider identity system. A precise underlying grid informs every element – from pictograms and typography to data visualization and motion – allowing components to shift, align, and resolve into meaning. The system doesn’t simply symbolize exposure management; it demonstrates the discipline and clarity at the core of it.

A restrained black-and-white palette reinforces the idea of clarity, while a highlighter yellow accent draws attention to critical information in a crowded and fast-moving category.

Stuart Radford, Executive Creative Director at JKR said:

“Cybersecurity is a complex subject matter, not one that naturally lends itself to powerful visual expression. Our ambition was to create an identity that captured the value of Tenable’s capability in an accessible and distinctive way, bringing the clarity and connection we expect from the best B2C brands into a traditionally complex B2B category.”

 

With over 40 illustrations and numerals built from a unified grid system with illustrator Daniël Maarleveld, JKR developed a digital tool that enables the client to recreate them through a wide range of animations. The tool supports horizontal, vertical, and diagonal rotations, while offering full control over animation speed, 3D cube distribution, format, and colour variations.

Across every touchpoint, the identity system moves audiences from chaos to clarity, from untenable to tenable.

• New Brand Campaign.

That same thinking extends into the new campaign for AI Exposure Management, From Untenable to Tenable, developed by JKR as an extension of the broader brand transformation.

Devlin said:

"It was important that the campaign felt like a direct extension of the brand. Continuing with JKR, rather than bringing in an additional agency, ensured the same strategic thinking carried through from brand development to campaign execution."

 

Built around the contrast between organizations that understand their risk and those overwhelmed by it, the campaign uses simple messaging and bold visuals to make that difference immediately clear.