Arlo’s original positioning lifestyle-focus on peace of mind was struggling to keep consumers interested in their powerful security product range. As the category became more crowded and consumer priorities shifted towards heightened home security concerns, Arlo needed to pivot. The challenge was to transition from a lifestyle-focused identity to one that reinforced the company’s core strengths as the category leader in security and crime prevention.
Our research revealed a critical insight: consumers didn’t just want convenience or stylish home gadgets anymore—they wanted to feel protected. With rising concerns over home break-ins and package theft, the value of home security had intensified. Consumers sought technology that offered not just monitoring but preventive measures to keep their families safe. Moreover, they wanted brands that reassured them with authority and expertise in security, not just lifestyle aesthetics. This insight led to the realisation that Arlo’s new messaging needed to focus on protection-first, with an emphasis on trust, reliability, and technology.
With this insight in mind, we embarked on a comprehensive rebranding strategy that touched every aspect of Arlo’s identity. The key to the rebrand was to emphasise security and technology while maintaining Arlo’s established premium feel. The updated brand positioning of ‘Connect, Prevent, Protect’ reassured consumers of Arlo’s superior safety credentials whilst providing a nod to traditional ‘connection’ use cases.
