Creating a strong visual system for a versatile brand
Strategy and Messaging
Design and Art Direction
Creative Consulting
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.
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. Through diligent artistry, we chipped away everything that Hitachi Vantara was not, revealing three defining brand pillars: reliability & resilience, innovation & intelligence, and sustainability. The next challenge? Telling each story beautifully and simply.
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.
