Emmy Jedras
Brand builder + team leader
Sailpoint
Repositioning a cybersecurity firm to capture market share
SailPoint had pioneered the fast-growing identity and access management (IAM) industry, but despite offering a superior product, the company struggled to connect with a significant portion of the market: large corporate buyers who did not prioritize identity management as a critical IT need. SailPoint needed a brand that would illuminate the importance of identity management while cementing SailPoint’s role as a leader in this space.
Leading research and brand development, I built a brand for SailPoint around the notion of what companies can achieve when they harness the full power of identity. By positioning identity management as a business accelerator — rather than simply a cost of doing business — the SailPoint brand brings to life the ways companies can take advantage of growth opportunities, embrace new technologies, forge new partnerships, and expand to new markets with complete confidence in the security of their most important assets.
I helped activate the brand through a series of brand trainings, employee events, thought leadership content and videos.
