SANS Brand Evolution
SANS Institute, the global leader in cybersecurity training serving thousands of professionals worldwide, needed to modernize its brand presence for the AI era. The existing digital experience and brand materials didn't reflect SANS's position as an industry innovator, creating a disconnect between their world-class training content and how they presented themselves to the market. With 85+ hands-on courses, 120+ certified instructors, and 55+ GIAC certifications, SANS needed a brand system that could scale globally while maintaining consistency across hundreds of touchpoints—from major conferences to course materials to digital platforms.
My Role
Led the complete creative vision and implementation of SANS's brand transformation:
Defined creative strategy and requirements for digital redesign
Partnered with external agency to translate SANS brand vision into digital experience
Led internal creative team through comprehensive brand rollout across all global touchpoints
Developed brand guidelines and design systems enabling consistent execution
Managed creative direction across web, events, marketing, and motion design
The Solution
BRAND MODERNIZATION
Developed a contemporary visual language that balances SANS's technical authority with approachability—positioning the brand for the next generation of cybersecurity professionals. The new system uses circular forms representing community, thread patterns symbolizing interconnection, and gradients reflecting SANS's global ripple effect.
DIGITAL TRANSFORMATION
Redesigned SANS.org with cleaner architecture, improved search functionality, and intuitive navigation designed around how customers think and what they're looking for. The site is purpose-built to help visitors quickly find training and make confident purchase decisions—a conversion-oriented experience backed by extensive customer feedback.
COMPREHENSIVE DESIGN SYSTEM
Created brand guidelines covering typography (Aleo, Fira Sans, Open Sans), color systems with curriculum-specific palettes, illustration styles, photography direction, and motion principles. The system enables global teams to create on-brand materials independently while maintaining visual consistency.
Implementation Scope
Following the digital redesign, led brand rollout across:
Complete brand guidelines and design system documentation
Global event branding for 20+ annual conferences across North America, Europe, Middle East, and Asia
All course promotional materials and catalogues
All new brand iconography
Email marketing template library
Social media presence and templates
Video content and motion graphics standards
Trade show booth design and collateral
Animation and logo animation systems
Marketing campaigns across all channels
"This is more than just a visual refresh — it's a major step forward in how we present SANS to the world. Every decision was guided by one question: How can we better serve our customers and represent who we are as SANS? The site now reflects the quality, professionalism, and innovation of the SANS brand. It's easier than ever for customers to find the training, content, and resources they need. The site is purpose-built to help visitors quickly find the information they need to make confident purchase decisions."
— SANS Institute CEO
Outcome
Elevated SANS's brand to match its market leadership, creating a cohesive, modern identity system that positions the organization for continued growth in an evolving cybersecurity landscape. The transformation provides a scalable foundation for ongoing digital innovation, including upcoming redesigns of GIAC.org, SANS.edu, and international language sites.