SUCCESS STORY
Rebrand and Event Strategy & Execution for SaaS Company
GUIDING A BUSINESS THROUGH A REBRANDING AND ESTABLISHING A PRESENCE AT CRITICAL EVENTS AND TRADESHOWS
Client: SessionGuardian
Project Timeline: May 2021 - June 2023
Services Provided: Brand Name, Brand Vales, Brand Experience, Event Planning and Execution
The Challenge
SessionGuardian, formerly SecureReview, is a cybersecurity company that provides continuous identity verification technology for enterprise organizations. They came to The Moving Company with a product that had been recognized by industry leaders and investors, but they needed help bringing it to a wider audience. Doing so required a new approach to their branding and event strategy.
SessionGuardian had three obstacles in the way of attacking the broader market. First, they didn’t have a website and branding that represented the quality of their product to gain the confidence of future investors. Second, they lacked strategy for event planning and public branding events. Third, their product that had been pigeonholed as a legal cybersecurity solution. They were ready to expand to capture market share in healthcare, government, and finance - but needed to maintain their leadership in the legal industry as well.
The Process
First, we got to work rebranding SecureReview as SessionGuardian. The company was cornered into one industry and needed to break out to a wider audience, and SecureReview was a name created specifically for legal document review. It was time to rebrand as an industry-agnostic company, SessionGuardian. SessionGuardian guards VDI and browser sessions - from log on to log off - regardless of industry or use case. The brand values crafted by the MCO content team supported the rebranded entity, SessionGuardian. Our copywriters identified the four benefits cyber leaders would experience by implementing SessionGuardian’s SaaS solution: Operate Fearlessly, Ensure Complete Control, Act with Absolute Certainty, and Embrace Limitless Opportunity. These four brand values guided the company’s brand launch materials, mission, website, and marketing communications.
From there the MCO team crafted the brand identity (including logo and custom icon library). Our designers developed the brand book that reflected SessionGuardian’s new identity and messaging. MCO created branded materials to support team onboarding such as high-quality quarter-zips, tshirts, mugs, thermoses, and laptop cases. Additional branded materials were designed for clients, investors, events, and prospect nurturing.
To legitimize SessionGuardian’s new position in their market we also needed to establish a presence at critical face-to-face events to complement SessionGuardian’s rebranding. MCO crafted a full brand launch event that included fine dining, cocktails, presentations and entertainment. Key investors and stakeholders enjoyed accommodations at The Logan Philadelphia, a Curio Collection hotel by Hilton and dinner at Barclay Prime, the world-class modern steakhouse in the heart of Rittenhouse Square, Philadelphia. Each attendee received a custom swag box to celebrate the rebrand.
MCO also positioned SessionGuardian to take part in several trade shows to expand their client portfolio, including Legalweek, FS-ISAC, HIMSS, and the RSA Conference. Each trade show required a communications plan to create buzz before the event with emails, social media posts, and guidelines for personal outreach. MCO created trade show materials including full booth experience design, custom pop-up banners, custom portable tables, brochures, one-pagers, and swag.
“FSISAC was a HUGE success. It's likely the best conference I’ve attended in my 35 years of working the shows!”
CRISTINA ROA, VP OF GLOBAL BUSINESS DEVELOPMENT, SESSIONGUARDIAN
Problem Solved
The Moving Company helped SessionGuardian find, define, and live out their brand, bringing them credibility with investors and a wider pool of clients. During our 18 months together, SessionGuardian went on to raise a $3 million seed round, get recognized by CSO Online as one of the 19 startups to check out at RSA Conference 2023, and get recognized by Enterprise Security Magazine as one of the Top 10 Data Security Solutions Providers in 2023.
