From Fox Crypto to Sentyron: double the reach after rebranding

A new name and a new visual identity

Following the acquisition by CR Group, Fox Crypto faced a fundamental task: a new name, a new visual identity and an entirely new brand image, without losing the twenty years of authority and trust it had built up in the high-assurance security market

The key challenges were:

• Naming: devising a new name that does justice to the positioning as an independent, international player within CR Group, while also translating well into a market of defence, government and critical infrastructure.
• Brand identity: developing an entirely new logo and visual style that fits the existing trust in the brand, without customers and partners feeling as though they were dealing with a different company.
• Rollout: implementing the new name and identity consistently across website, sales collateral, social media and sales conversations, in a sector where continuity and reliability carry more weight than trends.
• Maintaining momentum: deploying the announcement in such a way that it not only cost no reach, but actually worked as a content moment in its own right.

“The collaboration with Beyond Products has helped us to better align our technology solutions with market demand.”

Christian Prickaerts, CEO Fox Crypto

A new name while preserving trust

The process began at the core: devising the new name Sentyron and developing the accompanying logo and visual identity. The guiding principle here was that the new name and style should carry forward the authority and trust of twenty years of Fox Crypto/Philips Crypto heritage, rather than suggesting a break with the past.

Consistent rollout across all channels
Once the name and identity had been approved, the rebranding was rolled out step by step: from the website and proposition pages to sales collateral, brochures and the entire social media presence. Always with the same guiding principle: making the new name visible without losing the familiar message.

Rebranding as content moment
Rather than carrying out the name change as a purely administrative step, it was deliberately used as a content moment. Posts about the new name, the new identity and the people behind the brand were consistently positioned as employer branding content, which aligns with a broader trend in the dataset: human, story-driven content demonstrably performs better than average.

Activities
For this rebranding project, we carried out the following specific work:

• Naming and concept development
• Logo and visual identity development
• Website and proposition pages in the new style
• Sales collateral and brochures (POV deck, events, etc.)
• Content strategy and creation around the announcement and beyond
• LinkedIn organic content and ongoing employer branding

Creative assets

More reach and more engagement

Average reach of posts around the new name nearly doubled: from 448 to 812 impressions

Average engagement rate of 15.9% on employer branding and rebranding content, above the portfolio average

The rebranding consistently works as a content moment: posts about the new name, identity and the people behind the brand demonstrably outperform regular content

Strongly positive response to the rebranding, both internally and externally: now that the Sentyron brand has been brought to life (both offline and online), the organisation is receiving a great deal of positive feedback.

“With Beyond Products we can lean on expertise that is truly unique – not least because of their security and domain expertise – and that aligns perfectly with our business goals.”

Christian Prickaerts, CEO Fox Crypto

Next steps

With the new name firmly established and the momentum of the rebranding still felt in the reach figures, the focus is now on further developing Sentyron as a recognisable, independent authority within CR Group. This means building on the employer branding line and embedding the new identity more deeply in content, campaigns and customer conversations.

About Sentyron
Sentyron, formerly Fox Crypto, has been a pioneer in high-assurance security solutions for more than two decades, protecting classified information and the integrity of data. With a portfolio of products such as the DataDiode, Sentyron ensures guaranteed, real-time one-way data transfers. Sentyron is part of CR Group and is based in Delft, the Netherlands.