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3 Days.
10,000+ Participants.
One Global Event.
An annual industry-centric event hosted by Trend Micro, CLOUDSEC is an immersive 3-days experience. It is a conference where all the major cloud platforms, both attack and defense, research limitations of security features, the pros and cons of varied security strategies take the centre stage. CLOUDSEC is a purpose-built, persona-focused event that propels the entire industry in one direction, i.e. forward.
Brand Challenge
Amidst the fatigue of virtual events and webinars, the marquee event of Trend Micro - CLOUDSEC 2021 aimed to create an experience that surpasses 2020’s brilliance and also continues to engage its audiences in a unique way. The anchor of the theme was to appeal to the key target audience of the event and be relevant to their current cybersecurity and business needs, and promise unique perspectives & solutions. The key was to engage personas and create excitement.
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Theme 2021

CLOUDSEC 2020, was the year of waking up to Digital Transformation for the world changed overnight. The year 2021 was about a paradigm shift in the outlook as Cloud accelerates. The insight was that being on Cloud isn’t going to be enough, the next leap of growth demanded ‘Reimagination’.

We founded the theme of 2021 on this insight and coined a simple, direct and telling theme ‘Reimagine Your Cloud’.

Visualizing
‘Reimagination’
through a bold design.

This theme comes alive with a distinct key visual - the Tangram puzzle. A simple, abstract & modern design, the tangram enables exploration, experimentation and discovery. It is a true symbol of Reimagination.
Curiosity, imagination and exploration are an innate part of being human. They enable learning and evolution. The Tangram brings these 3 pillars to life. It’s a puzzle consisting of seven flat polygons - the tans, which are put together to form shapes.
It stimulates lateral thinking, spatial perception and enables experimentation and exploration. For us, the Tangram brings infinite possibilities, only limited by imagination itself. The more you push your imagination to reimagine, the more avenues you unlock.
Cloud is the same, it is a world of infinite possibilities and opportunities bound only by our creativity.

Visual Identity
The true power and impact of CLOUDSEC is best reflected in a logo unit that is simple yet strong. Considering the global presence and magnum opus of CLOUDSEC, the logo unit is constructed to be universal. The theme line captures the essence of what one can expect from CLOUDSEC in the year 2021.
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Colour
CLOUDSEC 2021’s colour palette has been chosen to reflect its theme. Primary warm colours like Red, Green & Blue that reflect a strong foundation, the base of explorations and energy became the primary colour palette. Gradients are used as the canvas that becomes the staging space for the key visual and the neutral colours are used to weave typographical elements.
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CS Black

#000000

CS White

#fffffff

CS Dark Grey

80% Black

CS Grey

60% Black

CS Light Grey

40% Black
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“The insights and strategic inputs provided by Pravin and team were invaluable to Trend Micro AMEA, they identified the most effective positioning strategy for our brand and created powerful messaging and engaging creative to cut through in a very competitive market.The team at BBT reinvigorated our brand to position as one of the region’s leading Cyber Security Organizations and helped bring the largest global Cloud Security Event to life. It’s been refreshing to work with Reena, Pravin and their team, they helped us to optimize our campaign creative and messaging continually. Their extensive experience, strategic approach and attention to detail have delivered fantastic results for our business in all aspects of our marketing mix, including content strategy and communications. What started as a one-off project in 2020 has turned into our valued agency partner.”
“The insights and strategic inputs provided by Pravin and team were invaluable to Trend Micro AMEA, they identified the most effective positioning strategy for our brand and created powerful messaging and engaging creative to cut through in a very competitive market. The team at BBT reinvigorated our brand to position as one of the region’s leading Cyber Security Organizations and helped bring the largest global Cloud Security Event to life. It’s been refreshing to work with Reena, Pravin and their team, they helped us to optimize our campaign creative and messaging continually. Their extensive experience, strategic approach and attention to detail have delivered fantastic results for our business in all aspects of our marketing mix, including content strategy and communications. What started as a one-off project in 2020 has turned into our valued agency partner.” Read More
Stani Papallo
Senior Marketing Director,
Trend Micro, Asia Pacific, Middle East and Africa
Iconography

The primary set of icons constructed using tangrams, it is a distinguished design language that truly reflects the meaning of reimagination. The primary set of icons are ‘hero elements’.
Secondary sets of icons are adapted as not every iconographic communication can adapt the tangram puzzle, thus these accents and gradients help create a balance.

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Step 1
The topic
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Step 2
Sketching the form
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Step 3
Reimagining the sketch through the
prism of the tangram.
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Step 4
Architecting the final render
using the grid
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Ideas
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Enterprise
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Transformation
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Cybersecurity
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Cloud
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Zero Trust
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XDR
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Cloud:
Infrastructure as Code
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Cloud Native
DevOps
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Cyber
Threat
Landscape
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Step 1
The topic
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Step 2
Sketching the form
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Step 3
Reimagining the sketch through the
prism of the tangram.
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Step 4
Architecting the final render
using the grid
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3 DAYS,
10,000 +
Participants

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3 DAYS,
10,000 +
Participants

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Brand Guide
A global event that witnesses multiple adapts and use of brand elements across regions was guided for seamless standardization through the creation of a comprehensive playbook. Every branding nuance was detailed and illustrated for optimal use.
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Thank You!
A project so intensive and original wouldn't have been possible without the absolute support, trust and creative freedom provided by team CLOUD SEC.

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