When a major cybersecurity company rebrands, every asset in the library needs reexamination: Does this still say what we mean? Does it sound like who we are now?
That was the situation in early 2022 when Trellix launched as a new brand, consolidating two legacy cybersecurity companies under one name. Trellix set out to update dozens of existing assets while launching new demand-generation campaigns. The content library needed to move fast.
The Challenge
Trellix needed someone who could work quickly without sacrificing narrative consistency across a complex, technical portfolio. We had to make sure existing assets reflected the new voice and positioning while new campaigns were already in motion.
My Role
Working as part of the Accenture Song team, I refreshed 50+ existing content pieces at three to four assets per day, and developed 17 original pieces to support new campaigns. Assets included nurture emails, paid media ads, datasheets, solution briefs, and eBooks across the Trellix product portfolio.
The work required me to quickly absorb a new brand voice, write credibly for technical and executive audiences.
The Outcome
At a team meeting after the launch, we reviewed the account results and everyone was pleased. The review counted revenue and assets produced, with no engagement numbers. It also showed Trellix’s CEO crediting our team in writing, with the CMO approving the next year’s budget and our agency set to become Trellix’s agency of record. This all indicates that the client valued the team’s work, though it couldn’t tell me which pieces performed well.
Why It Mattered
A new name and logo start a new brand story, but a consistent story across deliverables is what makes the change feel real.
At 50+ assets across content types, the risk is cumulative drift. The message can get diluted when new people come onto a project, or when speed becomes the priority. I helped keep the narrative thread intact across that volume.
If your team is navigating a rebrand or scaling content across a complex portfolio, I'd welcome a conversation. Let’s talk.
