NetApp

Modular toolkits supporting 80% of revenue during brand transformation

problem

NetApp was undergoing a fundamental transformation—evolving from a traditional storage provider into a cloud-led, data-driven innovation leader. With over 80% of revenue flowing through their global channel ecosystem, the company needed to ensure their partners could confidently represent and sell this new vision. The existing partner support materials were static and disconnected, failing to capture NetApp's bold repositioning or provide partners with the dynamic tools they needed to succeed in a rapidly shifting technology landscape.

solution

I developed a comprehensive, modular approach that would serve partners across diverse markets and contexts: a dynamic toolkit of presentations, infographics, videos, digital experiences, and campaign assets that partners could adapt to their specific needs while maintaining brand consistency. The result was more than a collection of campaigns—it was a unified partner experience that reflected NetApp's transformation and provided partners with the confidence and tools to drive business growth.

As creative lead for NetApp's partner campaigns, I spearheaded the creative strategy and execution across more than ten major partner initiatives over two years. Operating with significant autonomy in a fast-paced environment, I translated NetApp's evolving brand narrative into actionable, resonant experiences that would motivate partners to embrace the full spectrum of cloud, software, and services offerings. Partners moved from having disconnected, outdated materials to possessing a dynamic, integrated toolkit that evolved with both NetApp's offerings and market demands. This systematic approach not only improved partner satisfaction and engagement but also supported NetApp's broader strategic goals of positioning itself as an innovation leader in the cloud-first era.

Scalable Visual Frameworks: I established design systems that maintained brand consistency while allowing for market flexibility—ensuring partners in different regions could localize content without losing NetApp's core message.

Responsive Messaging Evolution: Working closely with the content team, I evolved messaging frameworks that kept pace with rapid developments in cloud technology, ensuring partners always had current, relevant talking points.

Systems-First Thinking: Every asset was designed as part of a larger ecosystem, with modular components that could be mixed, matched, and repurposed across different campaign contexts and partner touchpoints.

year

2023-2025

timeframe

2+ years

tools

Figma, Adobe Illustrator, Adobe Photoshop, AI