Trade Event Branding
As Senior Brand Manager at SANS, I manage the design and execution of approximately 20 global cybersecurity training conferences annually—spanning North America, Europe, Middle East, and Asia. In 2024-2025, I led the evolution of SANS event branding as part of a comprehensive brand transformation. This included developing a new visual system that modernized our event presence while maintaining consistency across diverse regions, audiences, and venue requirements.
Big Ideas, Real Impact
The event branding transformation was a key component of SANS's complete brand evolution. Prior to the rebrand, our events used varied visual approaches that didn't fully represent SANS's market leadership or create a cohesive global presence.
The new system uses circular forms, thread patterns, and destination-specific imagery to create a contemporary, professional identity that scales across all event formats—from intimate regional workshops to major international conferences with thousands of attendees.
After
Before
Conferences Spanning the Globe
SANS conferences serve diverse cybersecurity communities across six continents, each requiring cultural sensitivity and regional customization while maintaining our global brand standards.
Recent and upcoming events include conferences in Amsterdam, Dubai, Singapore, London, Washington D.C., Las Vegas, and locations throughout North America, Europe, and Asia-Pacific.
Integrated Campaign Approach
Each event is supported by an integrated marketing campaign that drives registration and engagement. I collaborate with marketing teams to develop cohesive creative across all touchpoints, ensuring our message resonates with technical professionals while maintaining SANS's approachable, expert-led positioning.
Campaign elements include targeted digital advertising, email marketing sequences, organic and paid social media content, website landing pages, and remarketing to nurture prospects through the consideration journey.
