Client: GSX
Art Director: Jason Keisling
Designer: Jason Keisling
Copywriter: Anastacia Grenda

Global Security Exchange (GSX) provides a platform for the global security community to connect and engage with live discussions on the most pressing industry issues, CPE-eligible education sessions, a robust marketplace, and peer-to-peer networking. Unlike other security-industry events, GSX is produced by ASIS International, the world’s largest association for security management professionals. By the industry and for the industry, GSX is where a global audience of leading professionals and partners showcase their knowledge, products, and services through an easy-to-use, safe, and secure platform and an in-person trade show component. Full concept design, web design, social media graphics

Objective(s): To develop a bold, cohesive creative concept for Global Security Exchange (GSX) that drives engagement and reflects a sense of community.  

Target Audience(s): GSX attracts the global security industry’s most qualified, influential, and invested professionals—those who are not only shaping security programs today but are preparing for the threats and technologies of tomorrow. Attendees span all stages of the security career lifecycle, with a heavy concentration of decision-makers and buyers who are actively seeking solutions, building partnerships, and expanding their knowledge. 

  • Executive & Senior-Level Decision Makers (about 45–65 in age) : Senior security executives from Fortune 1000 companies, government agencies, and global enterprises. 
  • Mid-Level Security Management (about 35-50 in age): Professionals responsible for evaluating, recommending, and implementing security strategies and technologies. 
  • Early-Career & Aspiring Professionals (about 25-35 in age): Up-and-coming leaders and practitioners eager to learn, network, and grow within the industry. 
  • Government & Military Personnel: Active and retired members with responsibility for national and infrastructure security. 
  • Global Presence: Attendees hail from over 80 countries, bringing an international perspective to challenges and innovation. 
  • Purchasing Power: 70%+ of attendees are involved in buying decisions, with a focus on physical security, cybersecurity, and enterprise-wide risk management. 
  • Demographics: Primarily Male (Estimated 75–85%), mostly North America 70% and 30% international (with highest attendance from Brazil, UK, Nigeria) 
  • Psychographics: Risk-Aware & Security-First Mindset, Technology-Forward, But Cautious, Mission-Driven & Ethical 

 

Concept
A circle symbolizes the ideal security management strategy: all-encompassing, protective, with no gaps for vulnerabilities. The circle-themed messaging here taps into the idea of being both well-rounded, with the comprehensive mindset and skill set modern security requires, and well-connected with the inner circle of global professionals at GSX.  Highly adaptable in copy and design, this concept can be crafted to address the central pillars of convergence, credibility, and community.  For security professionals in any role, this is where their sphere of influence expands, and their careers come full circle.

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