For both My Passport and My Book, the design is split into two parts separated in the middle by a lifeline intersection. Béhar explains, “The bottom half represents our physical world – grounded, rich with texture, dynamic. The top is meant to be our digital lives – clean, pure, simple. The lifeline is the intersection of these two worlds, where WD lives as a brand.”
Like the design itself, the colors make a bold statement about the WD brand. The design team picked colors that felt personal and had personality. Béhar says, “These also act as a stark contrast to the current landscape of data storage devices, clearly standing out on-shelf. The colors balance playfulness and sophistication.” The bold, vibrant design combined with charismatic colors is sure to stop people in their tracks, and gives users the opportunity to express themselves.
This is storage reimagined on the outside with the same reliability on the inside. And it’s stunning.