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
Following a successful rebrand in 2019, Informatica introduced new visual patterns through several high-performing campaigns that leadership wanted codified into the broader brand system. They needed a strategic assessment of their evolving brand ecosystem and a cohesive identity that combined the existing foundation with the most resonant elements from recent campaigns for a more unified and differentiated experience in a competitive space marked by increasing visual similarity.

Solution
Working closely with Informatica’s marketing leadership, I led a strategic brand and campaign assets audit to align the strongest elements into a harmonized visual system. The updated identity reinforced Informatica’s established presence in the enterprise cloud data space while infusing the brand with new energy to better engage a new generation of customers.

The resulting system, captured in fully revised brand guidelines, restored consistency across channels and brand touchpoints and helped Informatica reassert its distinctiveness in the market.

Informatica Brand Guide

Brand Elements

Primary colors

Secondary accent color palette

Photography served as a storytelling vehicle, bringing emotional clarity and dimensionality to an otherwise abstract value proposition. Designed to echo different stages of the customer journey, the imagery system unfolded across three thematic lenses that narratively helped provide conceptual clarity and anchored Informatica’s brand promise in emotion, imagination, and purpose.

Beholding the Invisible unveils the hidden symphony of data in motion. These images offer visual metaphors for insight, order, and possibility, often unseen by the human eye.

Achieving the Extraordinary draws connections between architectural ambition and digital innovation, celebrating the scale and precision of transformative work.

Experiencing the Unprecedented highlights the real-world outcomes of data-powered breakthroughs, capturing moments of clarity and impact across industries from retail and energy to healthcare and education.

Product features illustration style

"Data wave" graphic element rendered on gradients spectrum

Brand Activation

Informatica World™ Logo

As part of the broader brand refresh, I reimagined the identity for Informatica's annual developer conference. In previous years, the event logo used a simple typographic lockup that was updated annually with the event date. For 2022, the team chose to retire the date-specific format in favor of a timeless, reusable logotype that could stand apart while staying connected to the core brand.

The final mark expanded on the Informatica wordmark with a bold variation tailored to the event. It captured the conference's energy and future-facing spirit while maintaining visual alignment with the parent identity. The result offered long-term flexibility across channels, campaigns, and event materials, reinforcing brand continuity without creative constraint.