Over a decade of creative and production support for Trend Micro
About Trend Micro
Trend Micro is a global cybersecurity company renowned for its extensive suite of advanced endpoint security, network defence, threat detection, and cloud security solutions.
Trend Micro employs cutting-edge technologies such as machine learning, artificial intelligence, and behavioural analysis to protect individuals, businesses, and governments from evolving digital threats. Trend Micro’s commitment to innovation and excellence allows users to confidently navigate the digital landscape while safeguarding their valuable digital assets. The company is trusted by millions of customers worldwide. Initiate has been an active supplier of creative and production services for Trend Micro since 2011.
A relationship built brick-by-brick and pixel-by-pixel
Not every relationship is epic from the start. Sometimes, baby steps lead to great leaps down the road—this is certainly true of our work with Trend Micro. As a small shop, we worked on approx. 30-50 ad hoc projects from 2011-2018. We call those the foundational years. We built trust, we nailed timelines and deliverables. No request too small for us to put our heart and soul into it. As we grew our team, the projects also increased.
Work over the years
In 2019, a major project, ‘The Art of Cybersecurity,’ allowed us to flex our Photoshop and video muscles and prove to Trend that we could provide increased capacity, bandwidth, and creative ingenuity to create additional artwork for their global advertising campaign. View the completed video below—where we provided script, voiceover, music, and editing—as well as some of our other work with Trend over the years.
Post-pandemic, Initiate further enhanced key relationships with both Trend Micro (B2B) and Trend@Home (B2C) divisions. Key highlights are indicated below:
Roll-out of the updated Trend Micro brand
One of the key design projects we supported Trend Micro with was the rollout of their refreshed corporate branding. Following the redesign, we played a central role in producing a wide range of brand-aligned collateral materials to help ensure consistency across internal and external communications. This included adapting the new visual identity to various print and digital formats, and working closely with their team to maintain brand integrity throughout the process.
In addition, we supported the development of custom graphics for their Ottawa office, helping bring the refreshed brand to life in a physical space and create a cohesive, on-brand environment for both employees and visitors.
Social support for Trend@Home, the consumer division
The main support Initiate provides to Trend Micro’s consumer division is social media and additional sales support such as packaging. Because B2C is different from the cybersecurity giant’s B2B divisions, we use different aesthetics, keeping the end consumer in mind. The unique social media aesthetic helps educate consumers on cyber security through e-learning, statistics, and engaging infographics.
Sales kick-off madness!
Trend Micro recently assigned us to design and polish their Sales Kick-Off (SKO) event presentation decks. That’s no small feat, as there were well over 600 slides across multiple decks! The entire team was involved, ensuring a robust workflow and accountability process. The project was a great success.
Revamping iconography en masse
Initiate recently completed a thorough overhaul of the Trend Micro icon pack. We were tasked with applying the updated branding to icons that their marketing and sales team used on a daily basis. The task was not an easy one, purely based on the sheer size of 700+ icons. Our team rallied and completed the rebuild per requirements, with an emphasis on client communication and honesty for the times we were slightly overwhelmed. Teamwork = dream work.
How Initiate is Trend Micro’s brand steward
We’ve been working together for over 13 years. People come and go, but we stay. We’ve developed a long-standing relationship with the company’s team, rooted in responsiveness, and collaboration. As a strategic partner and an extension of Trend Micro’s team, we’ve cultivated brand integrity, on a foundation of accessible support and internal trust.
Credits and thank yous
Creative lead
Michael Ball
Art direction
Carolyn Harman
Jamie Willows
Jayne Robertson
Designers
Ali Caudle
Genevieve Lepine
Raquel Alves
and team
Video
Kevin Cox
Morgan McGregor
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