Ixpand | SanDisk/Western Digital

In 2019, the VP of Product Marketing at SanDisk chose our team to give Ixpand a premium makeover, saving $150,000. Collaborating closely, I set design guidelines, led our in-house creative team, ensuring Ixpand's distinctiveness, and presented a strategic plan to the VP, showcasing our team's strategic creative capabilities. The result: a transformed brand and budget savings for other initiatives.

All of the work shown on here are my designs.

Project: Redesign SanDisk’s Ixpand product line across all touch points
Role: Creative Director, Project Manager and Senior Designer
Scope: The new design language had to be both familiar to and distinctive from the parent SanDisk brand; work across a range of photography and products; and flexible for both print and digital communications.
Timing: 12 weeks from kickoff to final executive approval

Briefing the team

I took a week after the initial discussion with the VP to build the brief for the team. The presentation covered the target demographic (younger, more disposable income) and the design system. We needed specific styles for Key Art, Lifestyle and Product Only Photography. After that we’d need examples of the execution: OOH, In-Store, Print and Web Banners.

Photography & Style

Ixpand had to be distinct from SanDisk in all ways. All photography would be stylized for Ixpand’s new brand language. I explored a number of overlays and Lightroom applications for a standardized execution. The final style was a combination of Style 1 and Style 3 (below).

Sample Filter 1

Sample Filter 2

Sample Filter 3

Sample Filter 4

Key Art Exploration

I felt the stylized X in the logo had the potential to help separate Ixpand from the SanDisk brand language. I presented five possible creative directions to the team. I particularly liked how cutting the subject out from the scene. It added a dynamic, three-dimensional feel and it was the polar opposite of the SanDisk brand’s approach to photography.

Stand-alone Product

I wanted to make Ixpand stand out from SanDisk by creating a unique look for the product shots.

Executive Review

To simplify the decision-making process, I had the team create mock retail posters, web banners, and print ads. For clarity, I am only showing the retail headers.

Final designs

The final designs for OOH, In-Store, Print and Web Banners were fully approved in January 2020 and it was planned for market release in June 2020. The VP selected my designs for the final execution.

Postscript

In March 2020, new leadership decided that rather than introducing Ixpand as a premium brand outside of SanDisk, it would integrate into the overall design of the SanDisk brand.