Informatica

A Heritage Data Management Innovation

Refreshing a 28-year-old enterprise cloud data brand to invigorate a new era of customers

Project
Informatica Brand Refresh

Medium
Integrated Branding

Agencies
EDP, Inc. (product illustration)
CG Creative Studios (event theming)

Role
Creative Direction
Brand Strategy
Visual Design
Content Development

Year
2022

Objective
Analyze Informatica's core brand strategy and design elements from recent successful marketing campaigns and align them into a refreshed, cohesive brand experience to stimulate customer engagement.

Solution
As a strategic design partner, I collaborated closely with Informatica's marketing leadership to develop an expanded visual language that respects its past while engaging its future. The final concept aims to present the company with confidence and elegance that reflects its maturity in the enterprise cloud data management sector, equipped with enhanced brand components that would adequately differentiate itself in an ever-growing competitive market.

Informatica Brand Guide

Brand Elements

Primary colors

Secondary accent color palette

The brand photography is a triumvirate of strategic experiences specifically catered to a customer's journey stage: "Beholding the Invisible" unveils the hidden symphony of data-driven natural phenomena, revealing profound insights often invisible to the naked eye. "Achieving the Extraordinary" draws parallels between architectural marvels and Informatica's clients' digital feats, showcasing their ability to transcend conventional limits. Finally, "Experiencing the Unprecedented" exemplifies its mission to empower businesses to create groundbreaking consumer solutions, benefiting end-users across diverse verticals, from retail and energy to healthcare and education.

Product features illustration style

"Data wave" graphic element rendered on gradient spectrum

Brand Activation

Informatica World™ Logo

In addition to the primary brand, I had the opportunity to contribute to updating the logo for Informatica's annual developer conference, Informatica World. Past iterations of the logo utilized the Roboto font with the year of the forum added. For 2022, the team decided to drop the delineating year in favor of a reusable brand-adjacent logotype to represent the conference year after year.

The visual strategy was to create an independent brand using graphic elements from the primary logo. The finished design combined the primary logo's wordmark portion accentuated with a bold variation of the brand font, Roboto. The new logo generated a dynamic, future-forward experience that could stand alone while still visually tied to the corporate brand.