FlexPod Rebrand

Client

NetApp, Cisco

Capabilities

Branding

Awards

MarCom Award

FlexPod Rebrand

Client

NetApp, Cisco

Capabilities

Branding

Awards

MarComm Award

In 2010 NetApp and Cisco released FlexPod, combining Cisco UCS integrated infrastructure and NetApp storage. In 2015, NetApp and Cisco hired Yeager to develop a cohesive brand and website for the product and that brand has endured. In 2019, Yeager was again asked to update the brand with a refreshed and modern look that would help stand out in an increasingly competitive market. NetApp and Cisco wanted to maintain elements of the brand that have equity, simplify certain elements of the brand to make it easier for global teams to implement and better align the brand to complement the brands of the parent companies.

Approach

Yeager audited how the brand was being used, looking at current content and digital assets to determine where the current brand was and wasn’t working. Through stakeholder interviews across job functions, NetApp, Cisco and Yeager explored likes and dislikes about the existing brand as well as challenges in using it and use case gaps. This was followed by a competitor review to differentiate the brand and help it stand out as a leader in the marketplace. The resulting strategy included a refresh to the color palette, patterns and design elements, photography, and iconography. The logo and typography were kept in place.

Use the scroll handle to move back and forth to see the change.

The Results

Color – For the updated color palette, the team stayed away from colors that clash when developing co-branded partner materials. The primary color palette used modern colors that tied back to the former brand with a dusty blue and two new colors: deep ocean blue and seafoam green. The secondary palette was used for partner co-branded efforts. The tertiary palette is a lime green for gradients as well as for callouts and action buttons that gives a modern edge to the overall palette.

Patterns – Two different patterns were created to leverage the FlexPod “bubble” logo element within photography. The bubble was adjusted to denote movement reflecting growth and upward direction.

Iconography – A new icon library was developed in a simple line drawn style that better aligned with both the Cisco and

NetApp iconography.

Photography – The team designed a library of images representing the industries FlexPod serves featuring diverse technology users and aspirational nature photography. A new design was developed for the product cabinet for use in marketing and sales materials.