Cyxtera
As Chief Creative Officer, I created and directed the in-house brand design team for the largest private colocation data center provider in the world, guiding brand experience for marketing campaigns, events, online, and facilities around the world.
The foundation of this effort was Cyxtera’s acquisition of my 70kft team. From there I spearheaded the seamless integration designers in Bogotá, Colombia, to create a consolidated, multidisciplinary internal design, web development, digital marketing, strategy and operations team.
In addition to designing the brand identity, my agency team played a critical role in the naming process.
The ultimate brand identity system was comprehensive enough to accommodate everything from way-finding, digital product design, trade shows, sales collateral to clothing.
The early phase of Cyxtera’s growth involved the rebranding of a suite of powerful cybersecurity solutions. This not only involved the development of campaigns for each of their unique audiences, but also creating a powerful, elegant and consistent experience for prospective customers through the campaigns to sales to the user experience of the products themselves.
Making Adversaries Appealing
Every year, Cyxtera’s cybersecurity researchers would publish the Fraud Beat report, providing the latest insights on the types of threats organizations need to anticipate. What could have taken the form of the sort of forgettable whitepapers being published by industry competitors, this edition aspired to make the content magnetic and memorable.
Cyxtera Interiors and Exteriors
A significant part of the customer journey is how they experience the brand in-person. Whether the spaces are the new customer briefing center designed by Gensler or one of the decades old data centers, our team strived to tie these spaces to a the goal of a consistently premium customer experience.
Wayfinding system
60 data centers across 29 markets. Each one with aging, legacy signs in the hallways, doors and parking lots. Together with our partners at ASI Signage, we developed a bespoke design, manufacturing system and logistical support. The result was an elegant and flexible system that instantly upgraded any space where the signs were installed, gave people clear ADA-compliant direction, and were unmistakably Cyxtera.
Events
The world of sales in B2B enterprise tech is all about relationships, which makes in-person events all the more critical. Whether it was Cyxtera showing up at an industry conference like RSA or AWS Reinvent, or their own annual event on Miami Beach, CyxtraCon we created bold, unforgettable experiences at every turn. Booth design, main stage presentations, videos, swag, you name it. Here’s are some highlights from this critical corner of the brand experience.
Keynote presentations are more than just slides. It’s often the most important opportunity to make an impression on key customers and investors
Seen here, Cyxtera Founder and Chairman of the Board, Manny Medina
