Trellix: Demand-Generation Content for a Cybersecurity Rebrand
When a major cybersecurity company rebrands, the content challenge goes beyond updating logos and color palettes. 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 when Trellix launched as a new brand in early 2022, consolidating two legacy cybersecurity companies into a unified identity. 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 at volume without sacrificing narrative consistency across a complex, technical portfolio. Existing assets had to reflect the new voice and positioning while new campaigns were already in motion.
My Role
Working as part of the Accenture Song agency of record (AOR) 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 across a complex cybersecurity portfolio, and maintain consistency across assets.
The Outcome
The agency of record program contributed to measurable business results:
$4M in annual pipeline directly attributed to the AOR model for the Trellix FY23 fiscal year
$7.9M in total revenue attributed to the program (November 2021 through July 2022)
Why It Mattered
A new name and logo start a new brand story, but a consistent story across deliverables is what makes the change believable.
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. Holding the narrative thread across that volume was the real work on this engagement.
If your team is navigating a rebrand or scaling content across a complex portfolio, I'd welcome a conversation. Let’s talk.
