Amplifying
3 decades of
global brand
leadership.

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A Global Brand

When the Leaders of Trend Micro decided for a brand refresh, they chose BBT to bring the new vision alive. An eventful delivery with 7000 Trenders around the globe witnessed the new refreshed energy and brand outlook. A partnership that reiterated their market dominance, amplifying their leadership position.

An inclusive and exciting journey of brand refresh

40,000+ creative hours, 1000+ slides, 100+ Zoom Calls and 7500+ Stakeholders. Exercising our B2B branding expertise, leveraging our industry know-how and our deep-rooted understanding of the brand itself, we translated Trend Micro’s culture of innovation into a bold brand refresh of Global scale. Collaborating with the Trend Micro leadership team, we created a brand universe inspired by the brand’s core, a visual language that is modern, sophisticated, global, and innately Trend.
"The brand refresh is taking Trend Micro to a whole new level. It's bold, modern, refreshing and sophisticated. This has been possible with a partner like BigBrandTheory"
Tanya Leeson
Vice President,
Corporate Marketing
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We are a global company and we need to be a global citizen [...] No matter which country you are from, what colour of skin you are, remember - have empathy, appreciate, understand and respect each other
-Eva Chen
CEO, Trend Micro
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“We are number one and we have been number one for 15 years [...] this is in our DNA, it is what we do”
-Kevin Simzer
COO, Trend Micro
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"This is our time for this big wave that is happening [...] 2023 can become an incredible year”
-Frank Schwittay
VP - Commercial business, Trend Micro
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“We are one team, Trend, this kind of view is very important”
-Kazuto Arai
Sr. VP - Europe, Trend Micro

The Brand

Amplifying 3 decades of leadership.

Trend Micro has been committed to the mission of making the world a safer place. The brand needed something new, something that would articulate the passion of its people, the brilliance of its solutions, and bring into spotlight its leadership truth in a unified, scalable and future-focused image.

We created a refreshed brand outlook that amplified 3 decades of Trend Micro’s leadership and also allowed it to narrate future contexts and story pegs that would foster stronger connections. An initiative that gave Trend Micro brand the impetus to be the Global giant it is.

A global, digitally anchored brand management.

We simplified the brand management avenue for Trend Micro by capturing and articulating the brand guideline and nuances into a digital platform that connects all important stakeholders to the growth of the brand and enables borderless collaboration

One unified digital space that connects 7000+ internal & external stakeholders across the globe. A safe and highly collaborative way to manage the brand and stay aligned.

The Campaigns

Audience empathetic campaigns
that deliver impactful narratives

We created audience empathetic campaigns that brought in focus the most important subject matter of the industry ‘Risk’ to the forefront. Accelerating You - the campaign narrative and designs communicated Cybersecurity as an enabler and reinforced the leadership stance of Trend Micro. Every solution and its core was expressed through unique imagery and visual treatments that were inspired from the audience they were addressing.

We delivered the messaging, storytelling, campaign visuals, videos and execution for global usage.

Visual Imagery

One T-Symbol. Infinite recreations: A unique visual storytelling

A graphic device inspired from the Trend Micro Logo and its T-Ball became the foundation of all visual storytelling. A surface for endless visual expression. Every T-Symbol anchored around it a unique story that delivered a specific context, dimension and direction of the brand. Truly versatile, a canvas that allows infinite recreations and yet maintains a consistent core. A dynamic entity that interacts with environments, humans, geographies and enables us to create communications, stories and connections that are authentically Trend! Over the course of time it will allow Trend Micro to reflect the changing and evolving times and strengthen its presence and leadership.

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"The BBT team approached our branding refresh with a strategic focus, creativity and enthusiasm. The result was a confident and unique visual identity that aligns beautifully with our established cybersecurity leadership story."

Kim Peters
Director of Brand and Marcom

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    The Web

    Dynamic website

    A user empathetic web experience that is modern, simple & sleek. Trend Micro’s web experience was reimagined keeping in mind the audience, the varied personas that visit their high-performing website with a particular problem in mind. Focusing on persona challenges and thus embedding a solution journey, in very simple pointed, action oriented design elements ensured the new web is high on engagement.

    Going live
    Globally
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    Brand Guide

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    Services rendered

    Brand Strategy
    Brand Refresh & Guideline
    Visual Design
    Motion Design
    Campaigns
    Global website
    Infographics
    Activation
    Social Media
    Content
    Digital Design
    Print Collaterals

    Thank You

    We would like to extend our sincere gratitude to the Trend Micro Marketing & Branding team for their collaboration and support in creating this memorable brand refresh. We are honored to have had the opportunity to work with such a fantastic group of individuals, and we greatly appreciate their commitment to the project. This case study would not have been possible without their valuable insights, feedback, and contributions. Thank you Trend Micro for entrusting us with your business needs, and we look forward to continuing our partnership.

    "An unforgettable journey of united efforts focused on one shared mission: to Accelerate Brand Trend Micro towards a new era of cybersecurity."

    Pravin Shah
    Founder & Chief Creative Officer, BigBrandTheory India