rackspace
brand
interactive design
Client: Rackspace
Project Type: Brand & Interactive Design
Project Length: 7 months
Role: Creative Director
Project Overview:
I led the end-to-end rebrand of Rackspace, a leading cloud computing company, from early discovery through full design rollout. Working closely with the brand strategy team, I helped define Rackspace’s new positioning and translated it into a comprehensive visual identity system. This included new typography, color palettes, imagery styles, motion guidelines, and graphic systems. The final deliverables included a robust set of brand guidelines and an interactive site experience and digital ad campaign, along with internal training to ensure consistent adoption across teams.
Responsibilities:
Led creative strategy in partnership with brand strategy and research teams
Directed and mentored the creative team while remaining hands-on in concept development and design execution
Explored and executed interactive design solutions, including key digital screens
Presented creative concepts to stakeholders and served as a strategic creative partner
Trained internal client teams on how to effectively use and maintain the new brand system
Problem
How can we rebrand a company with outdated identity known for providing server space and position it as a professional services company?
solution
Develop a new brand that keeps legacy elements while adding new patterns and elements that speak to its service model for supporting clients.
