CREATION of this design nuclei presented an experiential design platform for both Product Design and Branding. It became a clear design direction that enabled the design team to create strong solution. Through this design platform, Western Digital introduced a brand new product offering and expanded its portfolio of brands. The My Book brand helped WD differentiate itself rapidly. As a product and brand experience, My Book garnered worldwide success and numerous accolades. A simple thought that changed the game: The hard drive as a book.
THE RESULT : In the Americas, Western Digital moved from third place to the NO. 1 position in external hard drives, and in Europe, WD increased its market share from 4% to more than 10%, simultaneously earning a coveted space in Apple stores. NONOBJECT’s unique approach to design is the secret to this success: bring meaning to an otherwise unremarkable object by creating an emotional connection to it. A book is something everyone can relate to: warm, friendly, personal, and above all, approachable. Translate this feeling to a soulless high-tech product, and it is transformed.
