PORTFOLIO CASE STUDY

Brand & Creative Systems: Tanium 2021–2026

Building the systems, devices, and deliverables behind how Tanium’s brand shows up.

Tools

Adobe Creative Suite: Ideation, production, print prep

Figma: Component libraries, design files

AI Tools: Claude (Cowork/Design); Adobe Firefly

Operations: Notion; M365 (SharePoint/Automate)

Building the brand into the business

In 2021, Tanium undertook a full brand identity overhaul. My role wasn’t to design the brand – it was to build it out into the system of assets and templates the business actually runs on.

That meant creating a marketing collateral template suite for recurring global formats: PowerPoint presentations, social graphics, and digital ads. The aim was to make the brand usable by both designers and non-designers.

A key piece was an InDesign modular template system with integrated paragraph styles, text frames, and layout configurations. It handles variable copy – different lengths, headline styles, and structures – by flexing layouts and preserving type hierarchy. System-level design decisions eliminate repeated choices on each job.

Overview

This case study covers five years of creative and brand work at Tanium — not a single project, but a connected body of contributions that spans the systems the brand is built on, the graphic language it uses, and the events where it appears in front of thousands of people. Serving a global team and audience.

The work divides into three types: infrastructure (the templates, tools, and standards that enable a brand to function at scale), brand design (the graphic devices and visual identity contributions that define what the brand looks like), and event creative (the design delivered on site, in print, and in digital for Tanium’s flagship conferences).

Project 01

Tanium rebrand

Selected pages from Tanium’s 2021 Visual Identity Guidelines

In 2021, Tanium completed a full brand identity overhaul. The new visual direction, new logo construction, new design language, new guidelines. After completing the rebrand, what didn’t exist was the layer of usable assets and templates that a global marketing organisation actually runs on.

My role was to continue to build out the brand, the layer that makes it work in practice.

What was produced

A suite of marketing collateral templates covering the formats that recur across the business: PowerPoint presentation templates, social graphics, digital advertising formats. Each template was designed to absorb the new brand correctly and give a non-designer working in sales or demand generation a starting point that couldn’t easily go off-brand.

The most technically considered element was an InDesign collateral template system – a modular layout design system with a fully integrated set of paragraph styles, text frames, and layout configurations. The system was built around a core reality of production work: copy arrives in all shapes and lengths. A rigid template breaks under that pressure – layouts that assumed a certain word count fail when the brief changes, which it always does. The modular system was designed to absorb that variability. Layouts flex. The type hierarchy holds. The output stays on-brand regardless of what copy comes in. Design decisions made once at the system level don’t need to be made again on every job.

Running alongside this was the planning and early development of Brand Central – Tanium’s internal brand hub. An employee resource centre where the brand lives in practice: assets, templates, guidelines, request channels. Brand Central was planned in 2021 as the infrastructure that would make brand governance possible at scale. It has been developed and maintained since.

InDesign modular collateral template system

Deliverables

InDesign modular collateral template system (paragraph styles, layout configurations) · PowerPoint template suite · Social graphics templates (multiple formats) · Digital advertising templates · Brand Central planning and early development

Brand Central – planned in 2021 as Tanium's internal brand hub

Designed to handle any copy length without breaking the layout

Project: Rebrand brand build-out

Year: 2021

My role: Designer – asset system development and Brand Central planning

Type: Brand infrastructure

Project 02

The Spiral Circle Motif

Backlit environmental graphics creating a bold, immersive brand experience

The brief

In 2022, Tanium hired a new Chief Marketing Officer and launched XEM – Converged (X) Endpoint Management – as a named product category, timed around the annual Converge conference. Along with a brand refresh, the creative needed a unifying visual device: something that could frame compositions, provide brand texture, travel across formats without rebuilding, and reflect something true about the product’s underlying logic.

What was produced

A spiral circle motif. An abstract circular form that referenced the product’s endpoint management infrastructure: continuous coverage, scalable, connected systems. The motif was designed to be flexible and adaptable to marketing needs.

As a framing device, it could anchor a composition, containing an image or holding a block of copy in place. As background art, it could sit at reduced opacity beneath content, adding depth without competing. As a standalone graphic element, it could appear as texture or detail across any format, in every medium.

The design criteria were deliberately broad: the motif had to work for other designers to pick up and use independently, without a briefing each time. It had to hold visual coherence across a large and varied body of creative output - advertising, events, presentations, social - without requiring individual oversight of each application.

It did. From 2022 to the 2025 brand refresh, the spiral circle motif appeared across Tanium’s global creative output. Three years is a long lifespan for a graphic device. The measure of that isn’t longevity for its own sake – it's that the device continued to serve the brand well enough that there was no pressure to replace it until the strategy changed.

Deliverables

Graphic device design files (vector) · Usage guidelines · Applied examples across advertising, event, and presentation formats

Project: Tanium graphic device – spiral circle motif

Year: 2022

In use: 2022–2025

My role: Designer

Type: Brand design

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Project 03

Brand Guidelines – Visual Identity

Selected pages from Tanium’s 2023 Visual Identity Guidelines

The brief

Following the introduction of the circle motif, Tanium’s brand continued to evolve during a period of rapid growth. In 2023, brand guidelines were formally documented for the first time as a complete, maintained reference. I drafted the full document, working with the team and Creative Director to formalise the content, carry over relevant standards from the previous guidelines, and retire graphic devices that were no longer in use. The guidelines remained the operative standard through to the 2025 brand refresh.

Contribution

Alongside the main guidelines, I built Adobe CC libraries covering brand colours and graphic devices, giving the wider team direct access to compliant assets inside the tools they were already working in.

Over the following two years, the guidelines expanded into a suite of format-specific documents: event materials, environmental and workplace branding, digital display ads, print production, and user-generated video. Each one translated the core brand standards into practical guidance for a specific context.

This isn't work that has a launch date or a campaign attached. It’s the infrastructure that makes consistent brand output possible at scale – the standard every subsequent piece of creative is measured against.

DELIVERABLES

Brand guidelines · Adobe CC libraries · Event materials guidelines · Workplace and environmental branding guidelines · Digital display ad guidelines · Print production guidelines · User-generated video guidelines

Tanium guidelines for workplace branding

Tanium guidelines small events

Project: Tanium brand guidelines formalisation

Year: 2023

My role: Contributor/designer

Type: Brand standards

The brief

Converge 2024 was Tanium’s ninth annual flagship conference. Four days at Orlando World Center Marriott – 17,78 attendees. A large-scale event with a full suite of creative requirements across print, digital, and environmental design.

What was produced

I designed and delivered the signage system, print collateral, and digital media for the event. At a conference of this scale, signage is a system that covers wayfinding, sponsor recognition, stage branding, session environments, and venue dressing across a multi-day programme. Print collateral spans programmes, handouts, and materials distributed to over a thousand attendees. Digital media covers screens, presentations, and broadcast environments.

I supported keynote presentations at the conference, a role that required applying adaptive design decisions live alongside C-suite speakers.