Hitachi Vantara

Hitachi Vantara is a global leader in solid data infrastructure, intelligent data management, and AI-powered hybrid cloud solutions. The company engaged Moving Brands to revitalize its look and feel, reimagine data visualization for its audience, and establish a robust verbal and visual identity.
Our team initiated the project by conducting in-depth client interviews to comprehensively understand Hitachi Vantara’s mission, target audience, and expectations. This foundational research culminated in a robust narrative framework encompassing brand positioning, story, tone of voice, and audience personas.
With a solidified strategy and brand foundation, we embarked on the creative phase, exploring diverse design territories and potential solutions. While the core brand elements—logo and primary colors—remained unchanged, our team focused on developing a comprehensive design system within these parameters. This involved expanding guidelines for existing assets, creating fresh brand elements informed by strategic insights, and introducing innovative design components.
We enhanced guidelines for the Hitachi Vantara logo, defining clear usage, placement, and color combinations. The color palette was expanded with secondary tones and gradients, and typography was refined by specifying the primary typeface and introducing a complementary one. Additionally, we established art direction principles to visually represent brand values through photography.
New design elements and guidelines introduced iconography, a grid system for icon development, and a flexible modular layout for consistent application across platforms. A groundbreaking addition to the system was a 3D graphic language. Collaborating closely with our 3D team, we created a cohesive system utilizing materials and shapes to represent Hitachi Vantara’s data offerings.

Strategy
Identity
Assets and guidelines

Agency: Moving Brands
Team: Jemma Campbell, Shannon Cantor, Sara Agnone, Bede MacGowan, Jea Hyunn Reece, Joey Nanni
3D Artists: John Langham, Fengyi Franklin Zhu