"We seek inspiration where
others are afraid to look.
We like solutions,
but we love problems.
We don’t just reach for the stars,
we create them and
Hold on for dear life.
We fight gravity."
WD_Black
strategy
brand
packaging
product
holistic
Through a holistic design approach, Astro worked with WesternDigital’s design team and executive leadership to help them re-position and brand their existing premium performances SSDs for the gaming market.
We crafted a cohesive point of view based on research and insights, that served as the foundation for the brand identity strategy and development, as well as the industrial design language and packaging.
WD_Black
Our approach is based in our extensive experience developing esports and gaming products and brands, as well as an insights program to help shape the overall vision with the input of gamers and industry leaders. The POV we crafted for WD_Black revolves around the idea that gaming is a portal to freedom, and a way for gamers to become champions, heroes and warriors; making it Western Digital’s performance gaming brand.
Along with a new brand identity and graphic system, Astro designed the first SSD enclosure for WD_Black’s new line of products. This was a result of a collective process where the brand and industrial design teams at Astro work in tandem to establish a sound design foundation, and maintain a cohesive vision across all experiences for WD_Black.