Brand Transformation —
A Great Leap Forward.
WANdisco (now Cirata) helps companies seamlessly migrate data and metadata to any cloud without any interruptions or disruptions to their business operations. As a design director at WANdisco, my responsibilities included creating the visual identity and supervising the development of various marketing initiatives, advertising campaigns, promotional materials, sales resources, and digital assets. Additionally, I played a crucial part in ensuring brand coherence.
Disclaimer: This project does not necessarily represent the current brand visual identity as the original identity had been modified over the years.
- Art direction
- Website redesign
- Brand style guide
- Marketing collateral
- Ad campaign
- Social media
During the exhilarating turning point of Q3 2020, WANdisco corporate website yearned for a rebirth, a reflection of our product’s maturity and readiness to take flight. Guided by the visionary VP of Marketing, a captivating marketing campaign unfolded for our groundbreaking creation, LiveData Migrator. Its success hinged upon breathing new life into our website, transforming it from a dim and somber abode into a vibrant manifestation of our innovative cloud computing enterprise. The previous website had become outdated, no longer in tune with our brand’s identity. To add to the excitement, we embraced the challenge of launching this new website within a tight, compressed timeline.
After an in-depth discussion with the marketing leader, we collaborated with an external agency to ideate a new concept to tell the WANdisco brand story visually. We needed to represent data that doesn’t rely on common cliches; pictures of clouds, server rooms, and happy people on computers, etc. We created a visual design language that is extensible to the entire site. It was to convey authority, seriousness, modernity, credibility, and the scientific/engineering aspects of what we do. As a result, we came up with a concept presented in a pictorial formed by geometric shapes and icons. The design elements were based on the WANdisco logo mark, the orange diamond shape, extended to a variety of squared shapes.
Before and After
The brand elements were extended to a variety of mediums to show the new design flexibility and creativity beyond stock photography. When using photography can be combined with iconography shapes and patterns. The color palette was expanded to give more dynamic and freshness to the overall look and feel. This brand refresh brought transformation to WANdisco’s brand.
The key to successful brand transformation is consistency. Strong and consistent branding helps clarify the new brand goals and vision. A consistent tone of voice, and a consistent application, help keep a business on message. Having a set of brand guidelines mean that the right branding is easily accessible to everyone, so everyone knows how to use it properly.
Marketing Landing Pages
OOH Billboard, Advertising Campaigns
Consistency in the types of graphics you share across your social posts is crucial for your audience to quickly recognize your brand. Our social media posts are thoughtfully designed using a fusion of iconography patterns, captivating photography, and vibrant colors, creating an enticing visual experience that encourages your audience to click and engage with your content.
“When it comes to delivering insightful creative solutions and driving successful team operations, Edwin has brilliantly led our brand refresh, inspiring the team to break the mold and organizing the tasks needed to deliver this awesome assignment in a compressed schedule. From a well-oiled creative machine team ready to tackle the next design challenges, Edwin is a solid leader and a creative mind.”
Alex Grossman, Head of Marketing Services and Brand at WANdisco
“From a brand refresh on our partner pages, to the creative on a new partner program, to joint marketing with partners, Edwin’s work has always been refreshing. He is very thoughtful in his project management approach, communicating well with multiple constituents across marketing and honoring agreed upon timeframes and deadlines. ”
Shelly Koglin, Channel Marketing Director at Ping Identity