WD_Black | Western Digital
Partnership with Battlefield 2042
The initial creative assets supporting the partnership between Western Digital and Electronic Arts were limited. Both organizations wanted to leverage the strength of each brand, but the available materials were minimal at the start of the project. The final designs supported marketing efforts for both the Battlefield 2042 game and Western Digital’s internal SSD product launch.
Project: EA and WD_BLACK Partnership
Role: Creative Director, Designer
Scope: Developed key art for packaging and marketing materials supporting the WD_BLACK and Battlefield 2042partnership across print and digital channels
Timeline: Two-week sprint to stakeholder review
Phase 1 — Working with Limited Assets
The EA team initially provided only the Battlefield 2042 logo and a dynamic background referred to as the “heat signature.” To move the project forward, I leveraged existing WD_BLACK campaign photography — including talent and product imagery — to develop concepts that connected the partnership to the gaming audience while maintaining brand consistency.
Phase 2 — Expanding the Creative Direction
Before Phase 1 concepts were shared, EA delivered new assets, including a game hero character and a large environmental scene. Because usage permissions and creative direction were still evolving, the team developed a range of visual approaches to demonstrate how the new assets could be integrated into the campaign.
Relaunching WD_BLack
WD_BLACK had strong technology but lacked a distinct brand identity within the gaming community. Historically, Western Digital marketing focused on product performance. To build credibility with gamers, I shifted the creative emphasis from hardware features to gaming experiences.
Without access to licensed game IP or publisher partnerships, the challenge was to establish a recognizable brand voice using original creative. I developed a visual direction rooted in gaming genres, bold character-driven energy, and a darker, performance-focused aesthetic aligned with the expectations of the gaming audience.
Project: WD_BLACK Brand Relaunch for PAX South unveiling
Role: Creative Director
Scope: Developed marketing materials across print and digital channels, including trade show graphics, large-format banners, Amazon Premium content, and launch advertising
Timeline: 8 weeks
