mdg | Event Marketing Agency for Trade Shows and Associations

Case Study

• Full rebrand transformed 60-year event into GSX, a name validated and tested to ensure resonance
• Paid registration increased 15% in the first year under the new brand
• More than 20,000 security professionals and 550 exhibitors attended the inaugural GSX

Challenge

For six decades, ASIS International’s flagship event operated under the same identity. But as the security industry expanded beyond physical security into cybersecurity, enterprise risk and emerging technologies, the existing brand had become limiting. Leadership faced a difficult question: Could the event evolve without losing the trust and loyalty tied to its legacy name?

Approach

mdg conducted a comprehensive brand audit combining quantitative research, stakeholder interviews and competitive analysis across members, attendees, prospects, staff and leadership. The research uncovered a critical insight: Loyalty was tied more strongly to the ASIS organization than to the event name itself. That finding created the opportunity for a broader repositioning. mdg developed and tested the Global Security Exchange (GSX) brand with international and gender-diverse stakeholder groups before presenting the final recommendation to the board. Following approval, the agency led the launch strategy and rollout across event communications, digital experiences and attendee acquisition efforts.

Results

The inaugural GSX event delivered a 15% increase in paid registrations while attracting more than 20,000 security professionals and 550 exhibitors from 113 countries. Stakeholder response to the rebrand was overwhelmingly positive, helping establish GSX as a more modern and expansive gathering for the global security industry. The new positioning also gave the event greater flexibility to evolve alongside the changing definition of security.

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