Tasked with the intriguing challenge of exploring refinements to Equinix's "Metal" product branding, my journey intertwined with the broader Equinix brand ethos and drew subtle influences from their unique editorial platform, "Origins".
Background
Initiating the project, I evaluated Equinix's current brand identity:
- How does Equinix's brand expression perform within its sector?
- Does Equinix project a unique brand voice, or is there a potential of it blending with industry standards?
- What was Equinix's vision for the "Metal" product's branding evolution?
During this phase, I came across "Origins", an editorial endeavor separate from Equinix's primary focus but rich in creative narrative about the tangible infrastructure of the digital world.
Strategy:
Inspired by the uniqueness of "Origins", I believed that incorporating elements from this perspective could provide "Metal" with a distinct branding advantage. The challenge was to seamlessly integrate this creative nuance with "Metal's" corporate identity.
Execution:
I visualized this integration through a graphic representation, mapping a spectrum from "Corporate" to "Expressive". The design exploration was a collective effort:
- Team Composition: Three designers, including myself.
- Design Direction:
- I concentrated on the "Corporate" aspect.
- A colleague envisioned a balanced, central approach.
- The third designer ventured into an "Expressive" style, drawing cues from "Origins".
Outcome:
Though many gravitated towards the "Corporate" designs, Equinix's leadership opted for the balanced approach. The result was "Equinix Deploy", reflecting a nuanced brand voice that subtly nods to "Origins", all while adhering to our predefined color narrative.
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