Brand and messaging development for ARMA, a consumer cyber-protection product offering cover for online fraud and identity theft, with dark web monitoring and up to $1M in recovery coverage. Built as a sub-brand of Cybertrends, the work extended the parent palette with ARMA's own accent colours and explored typography, logo and homepage directions. Alongside the visual identity, a full messaging suite: headline concepts and hero copy built on hard-hitting fraud statistics, tested across multiple homepage layouts.