TruU is an enterprise security platform built around passwordless and continuous authentication. Their core mission: eliminate the biggest vulnerability in cyber-security (human error) by replacing static credentials—passwords and badges—with dynamic identity proofing, presence detection, device posture, and behavioural biometrics. They converge digital and physical access under one identity umbrella, enabling Zero Trust architectures and simplified experience for end-users and admins alike
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I joined TruU in early 2025 as a Design Fellow, which is somewhere between an intern and a full employee depending on who you ask. The small UX team wanted me to reimagine TruU’s brand and identity. After spending a few weeks decoding what “passwordless continuous authentication and reinforcement learning” actually means and why it apparently solves everything wrong with modern security, I set out to design something that looked as intelligent as the tech claimed to be.
TruU’s main touchpoint for most users was its QR code authenticator. It’s the small square people stare at before being told they’re “verified.” I found something poetic in that grid of tiny pixels, each one meaningless on its own but essential in forming the Passcode that proves you are, in fact, the true you. That idea became the foundation for a refreshed wordmark. If the product is redefining security, the logo should nod to where the company first had it's foundations while modernizing everything else on top of it.
Halfway through the rebrand, TruU shifted focus toward what they called their “TOTAL” protection product line. They were moving beyond passwordless authentication into something closer to a predictive security engram, capable of analyzing risks before they happen. Most companies drown in data and still manage to miss the obvious threats. TruU’s new promise was to see through the noise and focus on what actually matters. That shift sparked a tonal change in the brand. We moved toward soft, noisy gradients and ambient environments that mirrored the idea of a clear picture emerging from digital chaos.
The team at TruU was genuinely great, and I loved working with them. That said, the branding rollout hit pause when the company shifted priorities toward TOTAL. So if you’re noticing that the cohesion feels a little scattered, that’s because it is. Consider this project a study in controlled chaos, or maybe just proof that design often lives in the space between good intentions and human indecision.
That said, let's just appreciate some pretty mockups of what could be.
