Mysterium VPN - Brand Campaign

Mysterium VPN’s “Take Back the Internet” campaign—defining the tone of voice and building a distinctive visual system and modular asset rules to scale across channels.

Brand Direction, Visual System

Sep 23, 2025

Goal

Create a unified campaign identity system for Mysterium VPN — turning “Take Back the Internet” into a clear, emotionally driven narrative and visual direction that could perform consistently across web, social, and paid.

What We Did

Defined the campaign narrative and tone of voice to match Mysterium VPN’s positioning around privacy, freedom, and control online.
Built the “purple smoke” visual direction as a distinctive, ownable campaign cue that could flex across formats without losing recognition.
Created hero standards and message patterns to maintain sharp hierarchy and repeatable clarity from landing pages to ads.
Established image-generation rules to produce on-brand assets quickly while reducing variation and visual drift.

Outcome

A repeatable campaign identity shipped across the “Take Back the Internet” landing page and extended into social and ad creative — bold, consistent, and built to scale