Case Studies
Hitachi Data Systems Refresh
Quick Summary
In 2013, HDS evolved its visual identity into a brighter, more modern, data-driven system. With a new Creative Director and a growing marketing team, HDS became an exciting, collaborative place to help move the brand forward.
Role: Senior Visual Designer
Scope: Brand guidelines, ads, datasheets, newsletters, brochures, web, events, and presentations
The Challenge
The existing brand system was highly structured and starting to feel dated. The challenge was to modernize the look while preserving Hitachi’s enterprise credibility and consistency.
The Solution
Helped apply a refreshed visual system across marketing, sales, digital, and event materials using cleaner layouts, stronger imagery, brighter color, and more flexible templates.
The “Innovate With Information” platform gave HDS a clearer way to connect enterprise technology with real-world outcomes. The grayed-back data texture created a constant sense of movement, scale, and intelligence, while the highlighted action word —
Achieve, Adapt, Develop, Explore, Heal, Imagine, Manage, Sold —made each piece feel specific to an industry or customer need. Together, the tagline and visual system helped shift the brand story from hardware infrastructure to information as the driver of innovation, progress, and business impact.
Hitachi Vantara Rebrand
Quick Summary
In less than five months, Hitachi Data Systems became Hitachi Vantara through an all-out rename, rebrand, and launch effort led by a talented, fast-moving marketing department.
Role: Senior Visual Designer
Scope: Brand identity, website, social posts, signage, internal and external collateral, campaign assets, events, and print
The Challenge
Rebrand Hitachi Data Systems as Hitachi Vantara and launch a new global brand in less than five months. The new identity needed to unify multiple business units under a single vision while creating a consistent experience across every customer touchpoint—from digital marketing and sales collateral to events, presentations, and the corporate website.
The Solution
Collaborated with cross-functional marketing and creative teams to develop and roll out the new Hitachi Vantara brand across web, social, presentations, sales enablement, trade shows, and global marketing campaigns. Created scalable templates, brand guidelines, and visual systems that enabled teams worldwide to launch the new identity quickly and consistently while reinforcing the company's transformation from an infrastructure provider to a modern data and digital solutions brand.
Hitachi Vantara Evolves
The Challenge
Hitachi Vantara needed to evolve its visual identity to better express its role in data, technology, automation, and connected enterprise solutions. The brand needed to feel current, distinctive, and future-focused while remaining flexible across global marketing channels.
The Solution
Was instrumental in the Minori refresh across campaigns, event signage, email templates, web, social, and collateral. The updated system used 3D visuals, bold contrast, and data-inspired textures to support the message: “Connecting What’s Now to What’s Next” — positioning Hitachi Vantara’s data and technology as an advantage for today and the future.
Quick Summary
In 2019–2020, Hitachi Vantara refreshed its brand with a more dimensional, technology-forward visual system, internally known as Minori. The use of 3D imagery and “data texture” created a memorable look that connected machines, data, and innovation.
Role: Senior Visual Designer
Scope: Brand system, campaign assets, email templates, event graphics, signage, web, social, and internal/external collateral
