Western Digital | Corporate

In July 2022, my team transitioned from SanDisk product focus to supporting the Western Digital corporate brand.

WESTERN DIGITAL SHORTCUTS: Brand Expression | Endorser Brand & Packaging | Endorser Brand & Comms | Investor Event

Western Digital Brand Expression Exploration

In early 2022, Western Digital refreshed the brand to be human-focused. My team explored how to break from the traditional corporate look with on-trend elements to create a fresh, contemporary design language that could be a more flexible and relaxed design approach. While the entire team worked on this project, these are some of my designs.

Project: Western Digital Corporate Design Language
Role: Creative Director, Senior Designer
Scope: Across three design prompts and 4 target audiences, design 10 executions (5 print, 5 digital) to each prompt. Targets included corporate storage, cloud computing, professional photographers and gaming audiences.
Timing: 5 weeks

Western Digital AS an Endorser brand

We embraced an Endorser brand architecture to create a synergy between the parent Western Digital and the various product brands in the portfolio. This approach kept the individual product brands as the top priority, with Western Digital providing a supporting role. My team created the Western Digital Innovation graphic to be used as the Endorser mark.

Project: Integrate the corporate brand across all packaging
Role: Creative Director and Senior Designer
Specs: Variable. The solution has to work across 12 different Product Lines and 20 packaging form factors.
Timing: 5 weeks to design and approve, 1 week to write and design guidelines for all product brands and form factors

My solution integrated the Tab within each of the individual design languages across 12 different Product Lines and 20 packaging form factors. My system worked for any designer - in-house or external partner - reducing potential errors or inconsistencies.

Project: Integrate the corporate brand across all marketing materials
Role: Creative Director and Senior Designer
Specs: Variable
Timing: 3 weeks to design and approve

Investors & Analysts event

I directed, managed and designed production-ready graphics for Western Digital’s Investors and Analysts Two-Day event. It was a two-week sprint for my team and I to design the stage, ballroom area, meeting rooms, and way-finding signage at the Ritz-Carlton hotel in 2022.

Project: “What’s Next Western Digital” Investor and Analyst meetings.
Role: Creative Director, Project Manager, Senior Designer
Scope: Various large-format and digital graphics covering stage, meeting rooms and way-finding needs
Specs: Variable