SanDisk created a breakthrough storage solution fit for today’s mobile lifestyle and they enlisted Character to develop the position, image and message that would help the product reach its revolutionary potential.
The SanDisk Connect media drive, allows users to transfer files, music or video from their mobile devices (phones, tablets and laptops) to the drive without any wires or Internet connection. Which means people can easily increase their mobile storage, transfer files or access media wherever they go, without the need for wires or Wi-Fi.
The challenge was finding a simple and concise way to illustrate the benefits of Connect. The SanDisk Connect could be valuable in a variety of use cases from travel, to work to family road trips – yet emphasizing one ran the risk of feeling niche. Character honed in on the “magic moment” of accessing or transferring data to a device that is tucked away in a pocket or bag.
This spoke directly to mobility, wireless connectivity and emphasized the pocket-size differentiation that set the Connect apart. This gave us a simple framework to celebrate the range of moments and possibilities with Connect and establish it as a product for the young, mobile and media savvy.
“Our goal was to reposition the SanDisk Connect in the minds of consumers; we wanted to forgo traditional marketing approaches focused on storage capacity. Instead we focused on how the Connect fits into an active lifestyle…”
Daniel Führer / Senior Designer
A bold, bright, contemporary aesthetic introduced the product as something new and different from SanDisk. The simplified messaging focused on the key actions of save, store and access and used relatable scenarios to paint the picture.
Photography by Todd Tankersley