Hitachi Vantara
Creating a strong visual system for a versatile brand
Strategy and Messaging
Design and Art Direction
Creative Consulting
Hitachi Vantara Global Rebrand
Creating a strong visual system for a versatile brand
With many stories to tell, Hitachi Vantara needed a versatile visual system that would say it all, beautifully.
Hitachi Vantara Global Rebrand
The Challenge
Signal had long worked with the data solutions leader to answer key questions: Who are we? How do (and should) we show up in the world? Sounds easy enough; young, plucky companies still dive into these with enthusiasm. But add 100 years of global brand equity, and suddenly you have an extremely delicate and far-reaching balance to maintain.
Hitachi Vantara Global Rebrand
The Solution
We set out to design an adaptable visual system to personify and flex across three brand pillars. We developed a visual direction that wouldn't be locked into communicating a specific product or service. Instead, it embodied the brand in a way that was flexible enough to make a powerful statement in any conversation. These evolved parametric shapes transcend their physical form and function as image coders, patterns, storytelling devices, and more – across all three visual directions.
