The Evolution of Immersive: Why We Rebranded

Redefining Readiness and Elevating Cyber Resilience

When I joined Immersive, the company was already a leader in cyber resilience. It had built a strong reputation, and its approach to training was admired, sometimes copied, but always respected. As I spent time here, meeting the people, seeing the work, and understanding the broader ambition of the business to help the world’s largest organization confront cyber threats, it became clear that the brand – though effective – wasn’t fully aligned with what we had become.

Immersive had outgrown its original identity.

The previous brand was heavily associated with training, and while training is an integral part of what we do, it’s not the whole story. Training, in many ways, is a commodity—often discretionary, easily replicable, and prone to being seen as just another tick-box exercise. But Immersive isn’t about passive learning. We’re about readiness. About proving resilience in the face of real threats. We needed to shift the conversation, moving beyond training into something bigger, more vital, and ultimately more aligned with our core mission.

Finding the Truth in the Brand

I had this realization early on at Assemble, our company-wide event where the entire organization comes together. It was an extraordinary moment. Standing in that room, watching world-class cyber experts like Max Vetter, Rob Reeves, and Kev Breen speak—unpacking real-world cyber threats, red team offensive strategies, and the evolving tactics of organized crime—it became undeniable. What we do isn’t just education. It’s preparation. It’s ensuring that when the worst happens, people know exactly what to do.

This all crystallized when we experienced a Cyber Drill firsthand—a simulated crisis where we were forced to respond as a fictional organization under attack. Even those of us with cybersecurity backgrounds realized just how difficult, stressful, and disorienting these situations are. That’s when it became clear: what we offer is far greater than the sum of its parts. The combination of hands-on labs, technical training, simulations, and real-time exercises isn’t just about learning—it’s about proving you can act when it matters.

The Shift to Immersive

One of the first changes we made was to our name. Immersive Labs had served us well, but it anchored us too much in the idea of ‘labs’- an image of controlled experimentation rather than the real-world resilience we build. We needed something broader.

Now, we are simply Immersive.

Immersive Labs still exists, but it is a product within our ecosystem alongside Immersive Cyber Drills, Immersive AppSec, and other future offerings. This small but significant shift allows us to embrace a bigger identity–one that is about the approach, philosophy, and mission rather than just the method.

Prove. Improve. Be Ready.

Alongside the new name came a new framework for how we talk about what we do. Prove and Improve.‍

‘Prove’ is about demonstrating real-world capability. It’s about organizations putting themselves to the test—through Cyber Drills, through simulations, through active assessment. Can you actually withstand an attack? Do you know what your gaps are?

‘Improve’ is about continuous progression. It’s about learning from every exercise, every failure, every insight, and strengthening your defenses accordingly. This isn’t about a one-off audit or a compliance checkbox. It’s about an ongoing state of readiness. 

Our approach is not only something that you see in our messaging; proof and improvement are foundational to how we have implemented and operationalized our approach moving forward, a true brand experience.

Everything ladders up to a single, fundamental question: Are you ready?

A Brand Built for Our Future

Visually, we needed a brand that captured this energy. Our new mark—what we call the Nexus—represents exchange, collaboration, and the interconnected nature of cybersecurity readiness. It’s deliberately abstract because immersion is a state, not an object. It’s about total engagement, about being lost in focus, and about being prepared to act instinctively when a crisis hits.

This is paired with a brand world that is both corporate and cutting-edge. We wanted a design system that feels as comfortable alongside Accenture and Deloitte as it does in the fast-moving, high-stakes world of cybersecurity. Bold, humanist typography. A modernist structure. Stark clarity juxtaposed with a dreamlike, immersive quality in our imagery. It’s a brand that looks and feels like the future of cyber resilience—because that’s exactly what we’re building.

What’s Next?

The rebrand is just the beginning. Next, we’re launching Container7—more on that soon! Beyond that, we focus on evolving the product experience, making it as seamless and intuitive as the brand itself. So stay tuned!

The Bottom Line

If there’s one thing to take away from this rebrand, it’s this: Immersive is the company that ensures you are ready. We’re not a training provider. We’re not in a feature race. We’re not just another cybersecurity tool. We are the business that proves and improves resilience.

And we are here to stay.

To learn more about Immersive and our thought leadership, visit our Resources page here.

Special thanks to…

Hatch Creations: James Dexter, Suzanne Morrod, Jared Lockwood-Saunders, Lewis Staines, Xiny (Ella) Li, Henry Rowe, Max Isaaman, Max Thomas and Shima Amini Harandi. Polymath Design: Shane Greeves, Jack Arrowsmith and Toby Cottrell. Freelancer: Shari Solo. And the Immersive village of people, especially Tia Schwarz and Emily Farrington for bringing this brand to life.