WD_Black | Western Digital
Partnership with BATTLEFIELD 2042
Project: Product launch of WD_BLACK’s internal SSD drive in partnership with Electronic Arts
Role: Creative Director, Senior Designer
Scope: Design the key art all for marketing materials and packaging that integrates Electronic Arts’ Battlefield 2042 and WD_BLACK brands
Timing: Two weeks before stakeholder review
For more WD_BLACK-ELECTRONIC ARTS BATTLEFIELD 2042
Relaunching WD_BLack
Project: Redesign WD_BLACK for PAX South unveiling
Role: Creative Director, Senior Designer, Project Manager
Timing: Eight weeks
WD_BLACK had the technology but it did not have its own identity, gaming IP or publisher relationships. Normally Western Digital puts the marketing emphasis on the product. But to connect to the gaming community, I wanted to shift the emphasis to the types of gaming experiences instead. Hard to present yourself as a gaming brand with no access to game IPs. I decided to use gaming genres, embrace bad guy swagger and, of course, the dark.
