While Cybersecurity is an industry where branding often follows predictable patterns, Wiz set out to challenge the status quo. Instead of relying on traditional, fear-driven and tech-savvy narratives, we embraced a bold and innovative approach: crafting a brand identity rooted in optimism, creativity, and magic.

Through real-world examples, this talk will take you on a journey behind the scenes of how we reimagined the way a brand can engage with its audience, making even the most complex and technical concepts approachable, relatable, and inspiring. We’ll share how this fresh perspective helped us stand out in a competitive market, win trust, and build meaningful connections with customers and stakeholders alike.

Whether you’re a marketer, entrepreneur, or simply passionate about storytelling, join Roy  to explore how breaking the rules with creativity can transform not just your brand, but how people perceive your entire industry.

Roy is the Head of Brand at Wiz. He joined Wiz four years ago as the company’s first brand designer and, two years later, was appointed to lead the brand team. Over this time, Roy has built the entire team from the ground up and, in partnership with Alon Braier, developed Wiz’s distinctive brand identity entirely in-house, characterized by its magic and optimism. A self-taught creative, Roy has crafted a branding approach that has garnered widespread recognition, earning awards for innovative event designs and solidifying Wiz’s reputation for cutting-edge visuals