Rebrand: Defining a New Direction for an IT Company

Role

Creative Lead

Industry

Overview

Working as a designer and creative lead through One Little Seed, I was engaged to develop a new brand direction for Global Storage as part of a proposed renaming initiative.

The existing name no longer reflected the breadth of the company’s evolving offering, which had expanded beyond storage into cloud, security and managed IT services. I was tasked with exploring new naming and visual identity concepts that would help modernise the brand and better represent the business today.

Featured here are two of the strongest concepts presented during that process.

Kiandra Buzz podcast cover artwork displayed on a square tile and mobile screen featuring bold waveform graphics and branding

Challenge

The challenge was to create a more modern and future-focused identity that reflected the company’s expanded service offering while maintaining credibility and familiarity with existing customers.

The new brand needed to move beyond the limitations of the Global Storage name, while still feeling aligned to the company’s established positioning, tone and visual style. It was important that the identity felt like a natural evolution of the business and accurately communicated what they do today.

Outcome

The project resulted in a successful rebrand that repositioned the business with a clearer and more contemporary identity.

The final direction was implemented across the website and key collateral, supported by a new set of brand guidelines to ensure consistency across future applications.

The result was a modernised brand that retained familiarity while better reflecting the company’s expanded offering and future direction.