Reshaping Perception: Trend Micro – Risk to Resilience World Tour is India’s Best Design Project 2023

As part of the brand refresh exercise and to activate the market, Trend Micro embarked on a mega 100+ multi-city ‘Risk to Resilience’ global roadshow to attract customers/ prospects and seamlessly connect the offline efforts to an online experience. Each event in-country was designed to build up awareness and excitement for Trend One’s unified platform.

Changing Brand Perception

Trend Micro, a global leader in cybersecurity, faced the challenge of accelerating market awareness and shifting perceptions through a renewed brand and compelling platform story. The goal was to conceptualise and establish a unique property that would create a significant market wave. Ensuring consistent execution across over 100 cities globally, all while communicating a common message, was critical.

Taking the Brand to the World

To meet these challenges, the team conceptualised the Risk to Resilience roadshow, developing its visual identity and core design language. This design DNA was amplified with a bank of 121+ unique images tailored for each city hosting the roadshow. These images, featuring monumental landmarks interacting with the Trend Micro logo symbol, created local resonance and served as the foundation for creative execution.

The city-specific images were transformed into a variety of digital and print communication assets, with templates created for easy global adoption. The design nuances were carefully integrated into the global brand refresh dynamics, ensuring absolute brand consistency.

Spreading Awareness

The Risk to Resilience roadshow garnered significant attention, leading to AWS joining as a global sponsor. The ongoing roadshow has visited more than 30 cities, proving to be a tremendous success for the brand and creating a ground-up impact on Trend Micro’s market presence.

Currently traveling the globe, the Risk to Resilience roadshow continues to elevate Trend Micro’s profile as a cybersecurity leader. The successful execution across multiple cities and the creation of a cohesive, resonant message have demonstrated the effectiveness of strategic brand renewal and innovative event conceptualisation.

Credit: BigBrandTheory Consulting Pvt. Ltd.