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Rebrand Launch Event

At CES 2024, the team faced challenge of launching a bold rebrand that would stand out on a global stage. I led the event planning and supported the rebrand launch. Highlights include unveiling a refresh brand identity, engaging LiDAR photo booth activation, partnering with NIO, and global media coverage. The result were elevated brand awareness, captured leads, and positioned the company as an innovator. 

Role:

Marketing Communications Manager

Time:

10 months

Team:

4 people

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Innovusion rebrands to Seyond. "See Beyond"
Rebrand launch event at CES 2024 features NIO, swag, private meeting rooms, and a LiDAR photobooth.

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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.

Challenge

Launch the brand refresh at a global stage and engage with customers.

  • Buy in from China team on rebrand and NIO partner to showcase vehicle in the U.S.

  • Showcase LiDAR tech that activates the brand

Solution

  • ​​​Brand Refresh: Roll out of new visual identity and create collateral

  • Partnerships: Real vehicle and co marketing

  • LiDAR photo booth: design a booth experience that generated 3D portraits for attendees to increase traffic and create social engagement beyond the booth

  • Media & PR Amplification: Coordinated press, executive interviews, and media walk throughs to max exposure. 

The Process

Phase 1: Strategy & Brand Refresh

  • Define goals: brand awareness, highlight LIDAR innovation, and media

  • Analyze competitors 

  • Executive alignment

  • Create brand refresh with updated visuals 

Phase 3: Partnerships Showcase

  • Coordinate logistics with NIO

  • Align on brand messaging 

Phase 5: Post-Mortem

  • Recap with business development and field apps teams 

  • Collect and share qualitative and quantitative metrics with team.

10 months

0 months

Phase 2: Design & Engagement

  • Conceptualize LIDAR photobooth with teams 

  • Designed booth experience with vendor to max interest, traffic, and social sharing  

Phase 4: Media & PR

  • Secure press coverage to spotlight rebrand 

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Brand Refresh

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Impact

  • First of it's kind activation: Launched the industry's first LiDAR photobooth 

  • 4x Growth in Leads: Generated 1200+ Leads (four times more compared to CES 2023)

  • Global Reach: 9B media impressions through earned and PR coverage

  • 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.

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