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WD received a unique opportunity in their corporate office building to fill panels in the lobby with WD-specific collateral. WD was provided multiple panels at 214 1/2"w x 81 3/4"h each, so this execution would easily attract attention and draw a lot of eyes. In a large building that is shared with other companies, this was a great chance for WD to showcase some of the impactful artwork they had been working with PETROL on for multiple initiatives. Keeping inline with many of the campaigns and projects WD had been running as of late, they wanted to appeal to a largely creative audience through designs that were relevant to their products and use-cases, while also not being product-specific. This was also a great opportunity to showcase WD’s new content marketing website – WD Ventito – and create awareness of the site within the large, 90,000+ employee company.
PETROL’s approach was to offer a combination of currently existing, as well as new, designs that would combine to create a grid expanding across each of the panels. The existing artwork would be pulled from product campaigns (while simultaneously not showing any individual/actual products) and the creativity-rich content marketing site in WD Ventito. New artwork would be in the same vein as the older designs so that, combined, the panels would be beautiful and elegant, while also not looking overly cluttered. The copy on either end would speak to exactly what was in between the logos – "Welcome to the New Era of Storage" and "Bringing Your Storage to Life" were both ideas that were represented in the artwork. PETROL’s goal was to give a nod to WD Ventito, while, more importantly, creating awareness of WD’s evolving brand and creative approach.
These unique wall panels were conceptualized to promote internal brand equity and drive passion and pride for employees within the WD company, while also creating awareness around WD’s shifting approach and visual identity for those who have not been exposed to this creative thus far. These designs make storage more relatable for anyone who passes by, allowing the audience to not only understand previously unrealized uses for storage, but to also reveal the creative nature behind the consumers of the most used storage company in the world.