SanDisk acquired G-Tech and would soon convert it to SanDisk Pro, a new sub-brand that introduced the highest-quality, professional-grade products in the portfolio. We were tasked with developing the identity, robust elements, marketing visual direction, and packaging.

We proposed a concept that used the SanDisk identity as a base to establish cohesion within the greater brand. Our vision was a brand that felt familiar yet more refined and minimalistic. It was equally important to maintain the G-Tech consumers, and a clean and inviting aesthetic was more likely to draw them to the new brand. Our process was highly iterative and inclusive of packaging from the early stages given the brand's primary consumer touchpoint.

Through constant work sessions with clients, we were able to develop a comprehensive brand and packaging system featuring a new visual language, brand assets, an expansive iconography system, structured art direction, and a cohesive aesthetic for marketing materials. We developed a unique grid and template system for digital, print, and motion marketing elements to create an end-to-end branding package.

After establishing the brand and guidelines, we designed a packaging system inspired by the core SanDisk line but with a more elevated look. This new system is now used for SanDisk Pro products worldwide.

Finally, with the release of new products came launch videos in the form of testimonials, explainers, and behind-the-scenes that showed real professionals from various backgrounds working with the SanDisk Pro lineup.