Private security group · Bulgaria · largest in the country, thousands of employees, 160,000+ sites monitored
Repositioning Bulgaria's Largest Security Group for Global Buyers
Bulgaria's biggest private security group was taking a 340 MB presentation into international meetings. It could not be sent ahead, it tried to address every audience at once, and it let Western buyers dismiss the group as "Eastern European, so cheap". We rebuilt the group's international story around one strategy and two brands, with decks a partner can get through in ten minutes.
- Industry
- Security Services
- Function
- Marketing
- Region
- Bulgaria
- Duration
- 5 weeks
Results
- 2
- brands repositioned for international markets
- Together with one shared group story.
- 20
- slides in the corporate value proposition
- Written in English for buyers abroad.
- 340 → 3 MB
- a deck small enough to email
- An unsendable source file became a lightweight PDF.
01
The challenge
The client is Bulgaria's largest private security group, a family-owned business made up of two sister companies. The first provides security services, with thousands of employees, dozens of offices and over 160,000 sites under monitoring. The second is a long-standing security technology distributor and systems integrator.
The group wanted to win international channel partners and multinational corporate clients, two markets where it was barely known. All it had to show them was a single corporate presentation, over 340 MB in size, that had grown over the years and tried to talk to everyone at the same time.
Why that was a problem
- It could not be sent. A file that large will not go as an email attachment and will not open on a phone before a meeting.
- It mixed up its readers. Channel partners look at technology and at the economics of the partnership. Buyers of corporate security weigh reliability, scale and track record instead. A single deck worked for neither group.
- It fed a stereotype. With no deliberate position, Western buyers fall back on "Eastern European, so cheap and lower quality", and talks begin with price.
- There was no brand system. The team had nothing to keep its material consistent once the next meeting was over.
02
What we did
We handled the full engagement ourselves, starting with market research and ending with the final files. Strategy, research, content, imagery, visual design, deck architecture, guidelines and production were all done by our own team.
Research first, strategy second
We looked at the European security market and what drives its growth. That covered regulatory change that is bringing budgets forward, including NIS2, which makes security requirements mandatory for tens of thousands of entities, and the rapid rise of AI-enabled surveillance. Next we examined how comparable security firms from Central and Eastern Europe had broken into Western markets by leading with technology instead of price, and which objections buyers there really raise.
Position and message rules
We positioned the group as a full-stack security leader. Technology and services come from a single relationship, something neither pure distributors nor services-only providers can match.
| Rule | Reason |
|---|---|
| Use "EU-based provider with structural cost advantages" and drop "Eastern European provider" | Presents the cost edge without inviting a quality discount |
| Do not lead with price | Opening on price starts a comparison the group should stay out of |
| Prove quality parity, then talk cost | Certifications, awards and multinational references go first |
| Present family ownership as accountability | A local characteristic becomes a reason to trust |
One deck per audience
| Channel partners and distributors | Corporate security buyers | |
|---|---|---|
| Opens with | What the partner earns | Reliability and response times |
| Followed by | Technology edge, partner enablement, deal protection | Scale, track record, the full service portfolio, certifications |
| Formats | 10-12 slide short version, 20-25 slide detailed version | Short version and detailed version |
For multinational clients there is a shared group story, plus market notes for India, Japan, Singapore, the UAE, Germany, France and Benelux.
Structure before visuals
We wrote each slide as a document before designing anything: a title, the point it argues, guidance on content and the precise data it required. The client reviewed and approved the slides in that form, and design began only after the story was locked. We also worked through a structured data request with the client, covering certifications, awards, scale, response times, client portfolio and logistics metrics, until each claim was backed by a source.
Visuals, imagery and brand system
- An English-language corporate value proposition of 20 slides aimed at global audiences, with digitally enhanced imagery, delivered in a light and a dark theme.
- Brand identity guidelines for both companies, together with reusable presentation templates.
- Review rounds with the client on fixed dates, ending in a final versioned release as editable PowerPoint and PDF.
Tools
Brand strategy, market and competitor research, Microsoft PowerPoint, AI-assisted image generation with digital enhancement, producing and optimising PDFs, template systems and brand guidelines.
03
The outcome
| Before | After | |
|---|---|---|
| What they brought to international meetings | A single 340 MB deck for every audience | A 20-slide value proposition plus two audience decks, each short and detailed |
| Sending material before a meeting | Not possible | PDF of less than 3 MB |
| First argument made | Left to chance, often price | Quality parity, then the cost advantage |
| Next pieces of material | Started from zero every time | Written deck architecture, templates and brand guidelines |
- Both companies now have a clear international position: leaders in security services and in security technology, not the cheap option.
- A 20-slide value proposition in English plus two decks built for specific audiences, each available in a short and a detailed version.
- A PDF of less than 3 MB that fits in an email, in place of a 340 MB file.
- Guidelines, templates and a written deck architecture that the group continues to build on, translations included.
- Each figure is tied to a source the client confirmed, not to marketing copy.
Where these projects usually fail
Many meetings are lost before anyone sits down, because the deck cannot be sent or it leads with price. A new design on top of no positioning strategy just makes the same weak case look nicer.
Built with
The platforms and tools this engagement runs on.
Scope
Industries
Business functions
Outcomes
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