Western Digital | Brand Exploration

CREATIVE DIRECTOR, Senior DESIGNER

ABOVE: Examples of the three themes from the agency I explored: Hero Brandmark, Brandmark Integration, and Brand Color Blocks

Western Digital refreshed its brandmarks and expression to be more dynamic and humanistic and less “corporate." After a year of using the new logo, it was time to show this new brand expression in action across print and digital designs. The entire creative team team worked on this project, but the following are my designs.

Project: Visual executions of the new brand. Out of 8 design themes, pick 3 for execution
Role: Creative Director and Senior Designer
Specs: Ranged from small format digital examples to large format print and billboard formats
Timing: 4 weeks

Details:

  • Within each theme, develop 12 examples across print and digital executions.

  • Each of the 12 examples had a specific target audience and copy for layout.

  • Design and identify potential strengths and pitfalls with each style, with an eye to creating a full design system for each style.

  • The designs had to connect with communities, be stylish and be bold.

Theme 1: Brandmark Hero

A departure from how corporate logos are usually treated, the brandmark is significantly modified to fit a concept or the action within the image. The logo has to feel like it is part of the environment. The movie studios have done this for years, making the logo part of the story in a major way.

Theme 2: Brandmark Integration

A less abstract and cerebral approach than Theme 1, this direction was about placement and integration the brandmark within the scene.

I didn’t want to make everything look like it had a frosted glass overlay. And in order to help connect the these design-forward photos to Western Digital’s products, I added a secondary image for the products to increase commercial viability.

Theme 3: Brand Color Flood

The agency starter comps used very trendy colors and combinations, making color the main event. I initially disliked the Brand Color Flood direction, but as I developed the concept the typographic execution became the key. This opportunity to really play with the type made this one of my favorite designs in the series. Best of all, this design is very dynamic and works with any language or culture.

Postscript

The executive team continues to move forward with the new design expression for Western Digital. At this time it is unclear which direction the executive team will finally select. They may actually use all of them.