Western Digital | Ixpand Branding (Concept)

The Vice President of Product Marketing was relaunching the Ixpand product line with loose ties to the SanDisk parent. The outlines of a creative strategy initially came from an external agency but taking the high-level down to tactical design execution was my job. Ready to implement the new design language, a change in leadership brought a new direction for the Ixpand product line.

Scope: Create the Ixpand design execution, including photography style, solo product image style, and templates for print and digital execution
Role: creative direction, senior designer, project manager
Timing: 16 weeks from kickoff to final concept approval

Briefing the Team

I wrote and designed the creative brief for the internal team to understand the who, what, when, where, why and how the team would design this new SanDisk brand.

Scope: write and design the creative brief for the internal design team from creative direction to presentation execution
Role: creative direction, senior designer, project manager
Timing: 1 week

For the full Ixpand Team Design Brief.

Final Design

After several rounds and reviews by all stakeholders, the Vice President of Product Marketing selected the final direction. The final, approved design was mine.

Scope: Create the final design language for the Ixpand brand to be used across the entire product line
Role: creative direction, senior designer, project manager
Timing: 15 weeks

To see the full Ixpand Final Design presentation.