Wasabi: Future-Proofing a Hot Cloud Brand
summary
overview
To strategically revamp Wasabi Technologies' entire digital presence—starting with social media and core visual assets—in order to achieve a cohesive, future-proof brand identity that maximizes engagement, distinctly stands out in the hot cloud storage industry, and effectively showcases the SaaS product.
challenge
My core challenge was to act as a design leader, driving a comprehensive visual overhaul across the organization. This required harmoniously integrating new, modern designs into the existing legacy branding, strategically phasing out outdated visuals, and successfully navigating and satisfying the diverse needs of every internal department to ensure widespread adoption.
the process
step 1
Brand Strategy & Visual Refinement: Spearheaded the strategy for brand color updates and visual tweaks, establishing a fresh, contemporary look. This required executive decision-making to ensure the new direction was future-proof yet integrated into existing assets.
step 2
Design System & Templatization: Created social media templates and designed over $\mathbf{40}$ custom illustrated assets for the website and collateral. This established scalable systems to streamline content creation across departments.
step 3
Advanced Motion Graphics: Designed and produced complex animated assets, including a professional animated logo sequence, custom animations for LinkedIn, lower-thirds, transitions, and intro sequences, to significantly elevate video and social content quality.
step 4
Web Optimization & Content Innovation: Optimized numerous custom animations for web viewing performance. Developed new designs and concepts for engaging social media carousels to maximize engagement and product visibility.
gallery
impact
The strategic visual overhaul successfully positioned Wasabi for greater market impact. By implementing design systems and prioritizing high-quality motion graphics, we achieved a more cohesive and professional brand presence that effectively showcases the SaaS product and stands out from industry competitors. The work demonstrated real executive leadership in managing a brand transition across a complex organization.
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Result of optimized design, motion graphics (LinkedIn/Logo), and innovative carousel formats.
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Demonstrates ability to create robust, scalable libraries for future brand needs.
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Result of templatizing social media graphics and creating pre-approved asset libraries.