Giving file storage a brand people remember
Nasuni
COMPANYSCOPEROLESenior Creative Specialist
TIMELINE2024 to Present
Brand systems, events, campaigns
Project overview
The challenge
Nasuni sells cloud file infrastructure to IT leaders, a category where most brands look interchangeable. I joined in 2024 as the company moved into a new brand, and I led it into every place Nasuni shows up. In 2026 I led the next rebrand and extended it to two new companies, each marked “a Nasuni company.”
My role
I govern the brand and lead creative across events, campaigns, video and the web. That means carrying the new identity into every touchpoint and keeping it consistent as more teams use it.
At a glance
Rebrand · 2026
The 2026 rebrand
In 2026 I led Nasuni's second rebrand in two years. The new identity starts from a single positioning line, and it now runs word for word on stage and on event banners.
The brand is built on the Partner archetype, a brand that lifts barriers between people. The purple palette replaced the green and navy Nasuni had used since 2016.
Pop Purple leads and is meant to be used boldly. Graphite grounds it, and the gradients take their angle from the crossbar of the N in the icon. Cyan and Hot Pink stay in reserve as accents.
Part of the Build Bonds family: brands built on connection and the people they serve.
Who we areThe unstructured data foundation for enterprise teams and the AI that supports them.
Icon system · 2026
The icon builder behind the brand
Icons are where enterprise brands quietly drift. Every team grabs its own set, and design turns into a queue of one-off requests. For the 2026 rebrand I designed a web tool that fixes both, and built it with Claude.
It takes Google’s Material Symbols, locks every setting to the brand spec, and masks each glyph over the purple gradient inside an orbit ring. Anyone at Nasuni can search, collect and download what they need, in RGB for screens or CMYK for print, without waiting on design.
The rules live in the tool instead of a PDF, so every icon matches no matter who exports it, and the library grows without anyone redrawing a thing. That is how one designer supports 4,299 on-brand icons across the whole company.
- 4,299Icons, searchable
- 8Collections
- 3Formats: PNG, SVG, EPS
- 2Color modes: RGB + CMYK
The spec is built in
Fill, weight, grade, gradient and ring are locked in the tool, so every download matches the brand, whoever makes it.
Self-serve, not a ticket
Teams find and export icons in minutes, which keeps design time on new work instead of one-off requests.
One source, every channel
The same icon ships to slides, web pages and booth graphics, sized from 256 to 2048 px or as vector.
- Source
- Material Symbols, Rounded, Fill on, weight 400, grade 200, optical size 24
- Collections
- 8, from Cloud & storage to Interface actions
- Formats
- PNG at 256 to 2048 px, SVG, EPS
- Color
- RGB for screens, CMYK for print
- Treatments
- Brand Style by default, plus gradient-only and Pop Purple
Brand architecture · 2026
Resilio and DryvIQ, a Nasuni company
When Nasuni acquired Resilio and DryvIQ, I brought both into the 2026 rebrand as endorsed brands. Each keeps its own name and product story and carries an “a Nasuni company” lockup, the same endorsed-brand approach I built at Legrand with “A brand of Legrand.”
End-user file access and data orchestration for distributed enterprise teams.
resilio.com (opens in a new tab)
Classifies, secures and activates unstructured data so it is ready for AI.
dryviq.com (opens in a new tab)Flagship events · 2024 to 2026
One flagship event a year
Each year Nasuni hosts one flagship event for the IT leaders it sells to, and each year it gets a new name and identity. I built every one from the core brand system, so CloudBound, Unify and Nasuniverse look like three different events and still read as Nasuni.
Boston · Chicago · Dallas · London · Los Angeles · Newport Beach · Paris
London to BostonNasuniverse
The 2026 event, run as user groups in London and Boston under one theme: Making File Data Work for People and AI.
Unify
A six-city tour from June to October, Boston to Paris, plus five virtual sessions with Microsoft, AWS and SHI. Before any other visuals existed, I cut the mark over a run of motion backgrounds. Leadership’s picks set the motion for the whole series.
CloudBound
Nasuni’s fifth annual flagship, virtual and in Chicago, Boston, Newport Beach and London. The story ad builds its headline line by line while the four city dates scroll across the top.
One mark, two cities
Nasuniverse ran in London on May 19 and in Boston on June 10. Each city got its own date and venue line, while the wordmark, with its lavender dot over the i, stayed the same in both.
Research report · 2026
The State of Enterprise File Data
Nasuni publishes a report every year, and the 2026 edition is built on research by Sapio, who surveyed 1,000 purchasing decision makers across the US, UK, France and the DACH region in March 2026. The work covers the 26-page report and the launch around it.
Each social ad opens with a different hook from the findings. The blog and press release headers share one diagonal photo split, so every channel reads as part of the same launch.
Industry event
Microsoft Ignite 2024
A booth built to be noticed from across the hall. Escalator graphics pointed attendees to booth 504, a “Nasuni in 2 Minutes” video worked with the sound off, and a podium QR code led to a microsite with collateral and prizes. A vertical story ad invited people to the booth before the show opened. The week ended with an evening event at Chicago’s Field Museum, the Nasuni mark lit across the main hall.
Before the show
On the floor
Escalator wayfinding
After hours
More from Nasuni · 2024 to 2025
Smaller projects, same system
Booths, video, social and print, each one built from the same brand rules instead of starting over.
Outcome
Results
From the 2024 brand to the 2026 rebrand and two new “a Nasuni company” brands, the identity shows up the same way at trade shows, in campaigns and on screen. At Microsoft Ignite 2024, the escalator wraps, the booth and a QR-linked microsite worked as one path from the hall entrance to a conversation at booth 504.
Lessons
Treating brand elements as systems, not one-off graphics, is what let the brand scale. Once the 2024 liquid imagery and hexagon had rules, and the 2026 icons had a tool, the same identity could carry a booth, a four-city event and a YouTube channel without being redesigned each time.
HqO: rebranding the workplace app
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