Daniel D. Krueger | Design & Art Direction

EMC2 Neutrino

EMC approached Crown Social with a unique branding opportunity for a new product, Neutrino. Over two weeks, I lead the creative charge to build, design and define three separate brands for EMC’s newest product.

The creative concepts to follow will differ in approach and execution, but they are all unified in one purpose: Position EMC and Neutrino as the clear and powerful choice for private cloud. The guiding theme informing these creative concepts; EMC Neutrino ‘Uncloud the Cloud'.

After initially choosing Concept 2, EMC decided to prioritize other product launches in front of Neutrino.


Concept 1: Cloud Burst
Concept 2: The Sentient Cloud
Concept 3: Confidently Simple