Informatica

Simplifying Cloud Data

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. (San Mateo)
CG Creative Studios (San Diego)

Role
Creative Direction
Brand Strategy
Visual Design
Content Development

Year
2022

Objective
Analyze Informatica's core brand strategy, business mission, and design elements from recent successful marketing campaigns and align them into a refreshed, unified experience that would drive greater brand differentiation in a look-alike market space and strengthen customer engagement.

Solution
As a strategic design partner, I worked closely with Informatica's marketing leadership to develop a visual language that honors its history while embracing the future. The final concept exuded confidence and elegance, reflecting the company's maturity in the enterprise cloud data management sector. It included enhanced brand components designed to help Informatica stand out in an increasingly 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 conferences utilized a simple type treatment for the conference name amended with the year of the conference. 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 finished design combined the primary logo's wordmark portion accentuated with a bold variation of the brand font. The new logo engendered a dynamic, future-forward experience that could stand alone while still visually tied to the corporate brand.