Western Digital

At Western Digital, I led creative execution across the SanDisk and SanDisk Professional brands, delivering packaging, retail, digital, and campaign programs that supported global product launches and ongoing marketing initiatives. My responsibilities also included creative work for the WD_BLACK and iXpand brands, along with corporate initiatives for Western Digital, ensuring consistent brand execution across multiple product lines and markets.

Role: Creative Director / Senior Manager
Focus: Brand systems, packaging, product launches, and retail and digital execution
Scope: Led cross-functional teams and external partners to deliver cohesive creative programs across multiple brands and product lines
Environment: Global technology organization supporting high-volume product launches and ongoing marketing initiatives

WESTERN DIGITAL SHORTCUTS: Brand Expression | Endorser Brand & Packaging | Endorser Brand & Comms | Investor Event

Western Digital Brand Expression Exploration

In early 2022, Western Digital refreshed the brand to be more human-centered. My team explored how the visual language could evolve beyond a traditional corporate aesthetic to create a more contemporary and flexible design system. While this was a collaborative team effort, the work shown here represents concepts I developed to support that exploration.

Project: Western Digital Corporate Design Language Exploration
Role: Creative Director
Scope: Developed design concepts across three creative prompts and four target audiences, delivering ten executions (five print and five digital) for each prompt
Environment: Corporate storage, cloud computing, professional photography, and gaming markets
Timeline: 5 weeks

Western Digital AS an Endorser brand

We implemented an endorser brand architecture to strengthen the relationship between Western Digital and the product brands within the portfolio. This approach maintained the individual product brands as the primary focus, with Western Digital serving as a consistent supporting presence. My team developed the Western Digital Innovation graphic to function as the endorser mark across the portfolio.

Project: Integrate the corporate brand across all product packaging
Role: Creative Director / Senior Manager
Scope: Designed a scalable endorser brand system that worked across 12 product lines and 20 packaging form factors
Environment: Multi-brand portfolio requiring consistent corporate visibility while preserving individual product identities
Timeline: 5 weeks for design and approval, followed by 1 week to develop implementation guidelines

My solution integrated a standardized tab element into each product design language, enabling consistent application across all packaging formats. The system was built to be usable by both in-house teams and external partners, reducing errors and improving consistency across the portfolio.

Investors & Analysts event

I led the design and production of presentation-ready graphics for Western Digital’s two-day Investor and Analyst event at the Ritz-Carlton in 2022. Working within a two-week sprint, my team delivered stage graphics, ballroom and meeting room visuals, and wayfinding signage to support a high-profile corporate event.

Project: “What’s Next Western Digital” Investor and Analyst Meeting
Role: Creative Director / Senior Manager
Scope: Directed the design and production of large-format and digital graphics supporting stage presentations, meeting environments, and event navigation
Environment: High-visibility corporate event requiring rapid turnaround and precise coordination across teams
Timeline: 2-week design and production sprint