Challenge

NexGen needed a new brand identity with supporting collateral to help distinguish them from the market. Having spun out from parent company SanDisk, they needed a fresh, unique and all-encompassing experience to set them apart in a competitive market.

Chris McCall, SVP Marketing for NexGen, explained it this way: “NexGen Storage competes in an extremely noisy, incredibly competitive, and well-funded (meaning lots of companies spending lots of marketing dollars) data storage industry. Our challenge was to stand out and take our share of mindshare with a smart, compelling brand and message.”

Roles

  • Graphic design
  • Visual identity design
  • Web and mobile UX design
  • UI design
  • Bezel design

Process

Quarry’s strategy team put together a brand house that identified the key attributes and values that defined the Nexgen brand. This became the foundation of all work moving forward. On a tight timeline we had to work quickly and stick to a process. Our solution: we started fast with sketches, whiteboards, and storyboards and sought customer feedback early on.

Moodboards/Sketches

Moodboards were a key tool for fleshing out the brand values in a visual design language. We could quickly try out a series of styles and test them with our client. Once finalized, these became the launching point into the other deliverables.

Rough sketches enabled us to work quickly and gather customer and user feedback early in the process. Our interactive demo took a few turns in the sketching stage that would have cost us big had we been further down the design process.

Solution

Logo and brand identity design, Website design, Mobile application design, Booths and other marketing collateral, Bezel design.

Outcome

In a very short time we worked through the design phases from sketch to design to implementation and came out with a collection of first class marketing pieces built off a solid and consistent brand foundation.

NexGen successfully launched into a crowded market, standing out from their competition. According to Chris McCall: “The consistent, modern, distinctive identity cut through noisy trade show events with 40 or more competitors and elevated NexGen’s competitive position. For the first time as a Marketing VP, I witnessed competitors and partners taking pictures of our booth design and corporate identity while commenting on how different and effective it was.”

Read The Full Story At Quarry.com

“I see these kinds of brand launches all the time in our industry, but the precision and cohesiveness of NexGen’s launch, in the timeframe given, was outstanding.”

–Chris McCall, SVP Marketing, NexGen