Egnyte is an enterprise level file sharing and collaboration platform. The brief was to create a brand idea that positioned Egnyte competitively against more well known but less able competitors such as Dropbox, Box and Google drive. The LogicLogicMagic® approach was built around the word 'Seriously" as Egnyte was a leader in the Architecture, Engineering and Construction sectors. Serious business that demands a serious product. Imagery was chosen to play against the word serious, showing the peace of mind and ease of use which Egnyte brings to the different audiences.