Veritas Alta is a comprehensive suite of cloud data services introduced as a sub-brand within the Veritas ecosystem. My responsibility involved crafting the brand identity for Alta—aiming to rejuvenate Veritas’ traditional ‘legacy image’ through this innovative product line.

In approaching the new brand, I wanted to maintain a familial link with the corporate brand. This included retaining the distinct Veritas letterforms and retaining the brand’s signature red color—though infusing it with a vibrant purple hue for a more contemporary upgrade. Additionally, I looked to integrate the three core pillars of the Alta offering: Data Protection, Application Resiliency, and Governance/Compliance—represented by the three stripes within the ‘A’.

Following the logo development, it was important for Alta’s applications to seamlessly align with the new look and feel. Pivoting from the previous Veritas circle icons, I opted for the more modern chiclet look and incorporated the established Alta gradient. Ultimately, developing a set of 14 product icons that comprise the Alta platform.

To introduce the Alta story and have it resonate with our target IT audience, we wrote and produced this high-energy launch video to premiere at AWS re:Invent.

Subsequently, to build awareness and better define Alta’s benefits, we developed a series of fourteen distinct product explainers. These introductory videos also helped establish and build out Alta’s new aesthetic. As the video content was used broadly online and in social posts, the visual elements were extensively adapted for Alta’s asset library.

As intended, the new Alta aesthetic was a significant departure from the established Veritas look and feel. To fold the new brand into Veritas.com, the site’s architecture had to be revisited—as a dedicated section was developed, the Alta look and feel was extended further through extensive editorial oversight and additional curated graphics.

We built out a comprehensive library of social graphics, animations, and out-of-home elements that could be downloaded and distributed across multiple channels by regional sales teams.

The Alta brand was also adapted in a number of fun and authentic ways, from event giveaways to at-work swag.