Creating space for the human experience. Data isn’t just zeros and ones but a living ecosystem of our memories and human achievements. This insight inspired a rebrand for Seagate Technology, a data storage company, that would represent the integral role Seagate storage solutions play in storing 40% of the world’s data, and in enabling the data-centric business models of today’s most innovative companies.

Inspired by Seagate’s role in creating space for the human experience, the Living Logo was born. The generative logo informed a scalable brand system that could tell an infinite number of visual stories— from marking their physical products to elevating interactive experiences at CES.

A patent (US D836,133) was granted for the invention of a proprietary process, where the logo is formed by collecting real-time data and content pulled from open APIs of some of the world's leading brands whose platforms are enabled by Seagate's storage solutions.

As the design lead, I brought the logo and brand vision to life in collaboration with a multidisciplinary team, creative technologists and production partners.