Security is one of Deutsche Börse Group’s biggest assets – it forms the basis of trust for its business relations with customers who have high expectations. To make employees of the organisation aware of this, Martin et Karczinski was tasked with the development and implementation of a comprehensive internal branding campaign as part of an in-house three-year programme. The agency developed the claim ›Be a guardian of trust‹ and a strong key visual in the form of a lock– as an expression of integrity and reliability. At all the Deutsche Börse Group’s global locations, the Security Awareness campaign draws attention to security, using various guerrilla campaigns and events. A microsite, an exhibition in the headquarters and web-based training provide scope for inspiration and information . The communication mix with the ›lock‹ key visual devised by Martin et Karczinski also creates high recognition potential, and a strong figure of identification with the eponymous ›guardian of trust‹.