Peter Baker: Radical Simplicity Leads to Record Breaking Acquisition
March 22, 2019
In the fall of 2018, Duo Security, an Ann Arbor-based cybersecurity company started by U‑M alumni Dug Song and Jon Oberheide, was acquired by Cisco Systems for $2.35 billion dollars in possibly the biggest acquisition of a venture capital-backed startup in Michigan history. As Duo’s founding designer, Stamps alum Peter Baker (BFA2000, BA2000) was resposible for the creation of the brand, early product design, and naming of the company.
According to Bill Mayer, Ann Arbor SPARK vice president of entrepreneurial services, “Milestones such as the Duo acquisition will have a positive influence on Ann Arbor’s entire tech ecosystem. High-value exits are a necessary ingredient to the ongoing success of the region.”
Baker commented, “As the first designer at Duo, I was lucky to be able to build a multi-disciplinary in-house team, responsible for brand strategy, design and video production, our website duo.com and the sales operations behind it, messaging and product marketing, and the strategic story behind our company and product.
Now within Cisco, we have a change to take our strategy and philosophy to a global audience, and show the power of design to an entire industry — networking and security — that will benefit greatly from it.”