During my tenure at Western Digital, the company acquired Hitachi’s storage division including their cult consumer brand, G Technology. I worked to help define the evolution for the brand and on it’s next iteration of products.
Due to G Technology’s early association with the Mac ecosystem, their products found extensive use in professional and prosumer applications – particularly in the film industry. The heritage ID was largely derivative of early Apple design, though executed with less precision and refinement.
Aero was influenced initially by G Tech’s heritage elements, including it’s use of extruded forms and ‘Superhero’ branding while also intending a more unique expression that emphasized speed and performance.
The initial aero products, including the G Drive Mobile SSD featured a subtly visible anodized extruded heat sink with a soft touch molded cover that mimicked G Tech’s earlier use of extruded forms. This was combined with a more dynamic profile and notch element to emphasize directionality
As part of Western Digital’s broader brand strategy, the G Technology brand has since been rebranded as SanDisk professional.