Rebrand Launch Event at CES 2024: "See Beyond"
The Overview
Seyond (formerly Innovusion) is a LIDAR start up known to have integrated with automotive, intelligent transportation, robotics, and infrastructure industries.
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LiDAR technology has been known to be expensive and challenging to scale. Seyond pioneered their flagship product Falcon to be high performing seeing in 3D vision, 1550 nm, range up to 1600 ft, and be cost effective to scale.
The Challange
Launch the brand refresh at a global stage and engage with customers.
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Buy in from China team on rebrand and NIO partner to showcase vehicle in the U.S.
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Showcase LiDAR tech that activates the brand
The Solution
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​​​Brand Refresh: Roll out of new visual identity and create collateral
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Partnerships: Real vehicle and co marketing
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LiDAR photo booth: design a booth experience that generated 3D portraits for attendees to increase traffic and create social engagement beyond the booth
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Media & PR Amplification: Coordinated press, executive interviews, and media walk throughs to max exposure
The Process
Phase 1: Strategy & Brand Refresh
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Define goals: brand awareness, highlight LIDAR innovation, and media
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Analyze competitors
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Executive alignment
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Create brand refresh with updated visuals
Phase 3: Partnerships Showcase
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Coordinate logistics with NIO
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Align on brand messaging
Phase 5: Post-Mortem
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Recap with business development and field apps teams
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Collect and share qualitative and quantitative metrics with team
0 months
10 months
Phase 2: Design & Engagement
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Conceptualize LIDAR photobooth with teams
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Designed booth experience with vendor to max interest, traffic, and social sharing
Phase 4: Media & PR
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Secure press coverage to spotlight rebrand
Impact
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First of it's kind activation: Launched the industry's first LiDAR photobooth
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4x Growth in Leads: Generated 1200+ Leads (four times more compared to CES 2023)
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Global Reach: 9B media impressions through earned and PR coverage
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NIO as a strategic partner: First time feature to strengthen partnership and build real world credibility
Takeaways
This project reinforced my belief that clarity builds trust. Launching a new brand into the LiDAR market required me to distill highly complex technology into messaging that resonated with both technical and non-technical audiences. By aligning brand positioning with the company’s long-term vision, I demonstrated how thoughtful communication can unlock credibility in a crowded, competitive space. It reflects my core principle of making innovation approachable and human.