Groom Lake
Head of Marketing & Communications
Positioning, communications, creative direction, product marketing and web for a security and intelligence firm.
File 01
The challenge
Groom Lake had a deliberately secretive, “if you know, you know” identity.
It still needed to grow through reputation and word of mouth, win clients and become a recognised name in crypto security, without losing that mystique.
And it had to make clear what set its approach apart: it looked at the people, operations and exposure around a protocol, not just its code.
File 02
Communicating the work
I worked with the intelligence team to turn complex investigations into clear public-facing content, removing sensitive or client-specific information where required.
File 03
Building the brand
We deliberately built a visual world out of the Cold War: intelligence, classified and archival material, training-film language and a sense of “if you know, you know”.
The aim was not to look like another crypto or technology company. I developed that language and carried it across the company’s public communications.
From mystique to clarity.
As the company evolved, the brief moved from mystique towards greater clarity and a more institutional presence.
File 04
Product, web and PR
Reaper
Product marketing for Reaper, the company’s reconnaissance product: positioning, UX and UI, page structure and the conversion journey.
Website
I helped rebuild the website around clearer services, messaging and user journeys.
PR
I coordinated public communications, media assets, approvals and announcements, including Asa Hutchinson’s advisory role with Reaper Gov.
Related work
W.01
Movement Labs Investigation Follow-Up
W.02
The 9GB DPRK Data Leak: North Korea’s Kimsuky APT Involvement in Credential Fraud
W.03
9GB North Korean Threat Actor Data Leak Deep Dive
W.04
NPM Attack Historical Thread
W.05
Cloak and Dagger Symbolism and Crypto Security
W.06
Pig Butchering Scam Thread
W.07
SAFE Wallet Cross-Chain Address Hijack Risk
W.08
Social Engineering and Hiring Attacks
- Character — Company character
W.09
Company Character / Community Engagement
W.10
Coinbase Reaction Post
W.11
France Is the Most Dangerous Country on Earth to Own Crypto.
Every 2.5 days, somewhere in France, a crypto holder or one of their family members is kidnapped, beaten, or threatened at gunpoint over their wallet seed phrase.