Branding / Advertising / Design
DATA DRIVEN
NetApp was facing a perception problem. The world saw them as a data storage company, a category increasingly viewed as a commodity, when in reality NetApp had quietly become one of the most capable players in making data actually work for a business. The rebrand needed to reset that perception and reposition the company as data experts, the team that helps organizations modernize their data infrastructure into something connected, intelligent, simplified, and ready to scale.
The new brand platform, Data Driven, was built on a single idea. Data is only as valuable as the vision it serves. To bring that to life, we created a striking portrait system where every human face was constructed entirely from hundreds of small images, each representing a real moment that data touches, from city skylines and scientific research to art, sport, work, travel, and everyday life. Step back, and you see a person. Step in, and you see millions of data points adding up to a singular vision. The metaphor was the message.
A new tagline anchored the work, "Data visionaries wanted," inviting the audience to see themselves as the kind of leader NetApp partners with rather than simply sells to. Headlines like "Unite your data. Unify your vision," "Millions of data points. A singular vision," and "Data without barriers. DevOps without obstacles" gave each execution a clear, ownable narrative angle.
The rebrand rolled out across print and online advertising, large format posters, video, a sustained social program with an interactive 360 mobile experience, and a redesigned website with an interactive hub that let visitors explore the ways data is changing the world city by city, story by story. Every touchpoint reinforced the same idea, that NetApp is no longer the company you go to for storage, but the company you go to when you want your data to actually mean something.