CASE STUDY
Innovation for Data Backup and Cyber-Security Defense
Overview
When StorageCraft Technology Corporation first opened their doors in December 2003, the company built their brand on a foundation of industry knowledge, strong leadership, and a background in driver development, storage consultation, and developer toolkits. StorageCraft quickly grew into a global company with excellent revenue growth, talented employees, a mature line of award-winning business continuity products, and a worldwide network of more than 11,000 successful channel partners and resellers which back up well over a million storage devices. StorageCraft has operated from their corporate headquarters in Draper, Utah, and international offices in Ireland, Japan, and Australia. I’m very proud to have been able to take part in such an excellent opportunity with StorageCraft.
Challenges
State of the art technology demanded a state of the art website. The company executives enlisted our marketing and design team to simultaneously rebrand the company and redesign the corporate website while partnering with the marketing agency EKR to develop the specialized web frameworks our team needed within a CMS (using Drupal) for the multiple languages we required in various international markets. The primary objectives were to dramatically enhance the company's online presence with an all new redesigned brand identity, improving our partnerships and recording video testimonials with them for use on the website and the company Youtube channel, boosting site engagement, and generating leads which would double the number of partners and end users. Doing so helped the business compete in the market space at a whole new level. The mission for this new website from the beginning was to create an entirely new look for the company (while honoring its origins) with a fully responsive design in which we could manage regular updates and content entirely by our own in-house team.
My role
UX/UI Design, User Journey Mapping, Website Architecture, Research/Analysis, Creative Direction, Logo Design, Photography, Videos, Iconography, Product Logos, Branding Architecture, Color Palette, CRO, SEO
Outcomes
We accomplished our goals by 100+ percent and exceeded leadership's expectations with improved site engagement and Youtube video views leading to the generation of tens of thousands of sales leads each year improving margins across the entire product line and helping revenues grow from $24M to $89M in just 6 years (24% CAGR).
The website was continually used throughout the StorageCraft/Arcserve merger until all the StorageCraft products and website features were successfully migrated to Arcserve.com.
StorageCraft Logo Design
Planning
When it came down to globally rebranding an already mature and successful international company, it was indeed a difficult choice. However, with a bold new investment of $187,000,000, exciting new leadership, and groundbreaking new products, all taking place in the same year, it became more and more apparent that this would be the most opportune time to roll out a new global brand for the company. This new brand has influenced one of the most exciting and pivotal changes in the history of the company. The new logo has been at the forefront of many exciting new changes and is heralding the next generation that is being realized today.
Exploration
During the logo redesign, the company executives requested that we keep the name of the company the same because of the valuable equity and name recognition that needed to be maintained. They wanted a fresh new look for the logo which would mark a new chapter in the company’s brand. A look that could help take partnerships and sales to a whole new level. In addition to the in-house designers, we hired several other designers from a local agency to help with this critical task. Many of the concepts began with an entirely different graphic mark than the original logo with very different meanings and symbolism. However, the final choice came down to a concept that I designed, which resembles and pays homage to the ideas and concepts that were not yet fully realized with the original logo design.
StorageCraft's Brand Identity
Developing a company's brand identity and managing a consistent experience is a core passion of mine. I had the privilege to take part in developing the foundational components of StorageCraft's brand from a small Utah based company serving mainly SMBs across the nation to what became a global market leader with a headquarters in Draper Utah as well as regional offices in Sunnyvale CA, Ireland, Sydney, Tokyo, as well as remote resources across the Americas, Europe, Asia, and other regions.
Building Photography and Signage
Brand Style Guide
Business Cards
Branded Giveaways
Soccer/Football Kit and Crest for Corporate Club
Vehicle Wrap
Building Photography and Signage
Customer Plaques
Exhibits and Signage
Some of the key reasons StorageCraft has been successful in its marketing and sales efforts has been based on being at the right places, at the right time, with the right people, and the right message. The primary tools used to drive all of these has been our trade show booth graphics and signage. StorageCraft is featured at more than 100 different events and trade shows around the globe each year, such as CeBIT Germany, Microsoft World Wide Partner Conference Toronto, VMworld Las Vegas, VMworld Barcelona, IP Expo London, Cloud Expo Paris, various SpiceWorld conferences, and many other leading events in Japan and Sydney.
VMworld — San Francisco
SpiceWorld — Austin
IT Nation Connect — Orlando
IP Expo — London
Awards: Best of VMworld, Redmond Channel Partner Editor’s Choice Award, CRN 5-Star Rating Award, ASCII Cup Vendor of the Year Award
