Booth concept created for brand guidelines: applications
Imagery crafted for usage across website modules
VMware Carbon Black
Defining Distinction for Security Audiences
| Product | VMware Carbon Black provides cloud-based cybersecurity solutions that help organizations prevent, detect, and respond to threats in real time. Using AI-driven analytics and automated threat intelligence, it enhances security and mitigates risks. |
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| Objective | The challenge was to create a unique visual identity that distinguished VMware’s security division from its broader corporate brand. The system needed to reimagine existing brand elements while maintaining cohesion across digital, print, and marketing materials. The goal was to craft a design language that embodied innovation, security, and technological sophistication. |
| Impact |
I developed a visual system that reinterpreted VMware’s signature parallelogram as a symbol of illumination—representing the power and insight of VMware’s security solutions. The photography direction, leveraging stock imagery for efficiency, emphasized ambient, directional light to evoke technology and innovation, seamlessly integrating masked light beams into imagery of devices and people. To enhance the futuristic aesthetic, I stylized graphical user interface overlays from VMware’s solutions in a vivid aqua tone. Screenshots of VMware interfaces were meticulously traced to achieve a refined, high-tech overlay effect, adding depth and showcasing the intricacies of VMware’s security technology. This distinctive look and feel now defines VMware’s security branding across its website, marketing collateral, and digital assets, establishing a strong, recognizable identity within the cybersecurity space. Art Direction
Concept Development
Design
Brand Identity
Photography Direction
Marketing Assets
Website Assets
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Bridging Identities
As Carbon Black evolved into VMware Carbon Black, the RSA IT Security Conference became a key moment to begin aligning Carbon Black’s brand presence with VMware’s identity.
Explore the transitional look and feel developed during this shift—a precursor to the security brand expression showcased above.
A Strategic Evolution
| Objective | As Carbon Black transitioned into VMware Carbon Black, the RSA IT Security Conference presented a crucial opportunity to visually align Carbon Black’s identity with VMware’s while maintaining continuity for existing customers. The goal was to create a cohesive, transitional brand presence that honored Carbon Black’s legacy while introducing VMware’s design language. |
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| Impact |
I developed a transitional visual identity for the RSA booth, blending VMware’s brand elements with Carbon Black’s recognizable blue presence, accented by hints of its orange brand color. To reinforce the cybersecurity narrative, I translated dashboard visuals into vector graphics, integrating them seamlessly into stock imagery with custom colorization and creating stylized dashboard imagery. Additionally, I prepared visuals for print vendor handoff. This approach bridged the brands smoothly, setting the stage for VMware Carbon Black’s evolved brand identity (above). Branding & Identity
Event Visuals
Graphic Design
Digital & Print Signage
Booth Design
Vector Graphics
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