Torrance, California, USA
Ashcraft Design’s new Expansion Line for Seagate changes the thinking of data storage as a commodity and creates a new design language that connects design to the consumer to ultimately elevate the Seagate brand.
With the new line of plug-in instant drives, extra storage can be added in seconds with advanced data storage technology and sophisticated style at a value price.
Data storage made fashionable.
Ashcraft’s new bold, rectangular, and handsomely textured Expansion Line is the next generation design language that connects customers to their data at the intersection of life, fashion, and technology.
The Expansion Line recently won a 2021 prestigious Good Design Award from The Chicago Athenaeum: Museum of Architecture and Design and The European Centre for Architecture Art Design and Urban Studies.
The product line ranges from high-capacity desktop options, portable HDD options that fit in your pocket, and SSDs that are super light and credit card-sized.
– Drag and drop file saving right out of the box
– Fast data transfer with USB 3.0 connectivity
– Compatible with Windows and Mac.
The design strategy centers on efficiency, value, and making the intangible, tangible.
The new design approach represents the physical manifestation of data and its movement from device to device, like ripples in water or ripples formed in the sand by the wind over time.
The modern simplistic shape is to package the technology efficiently inside and keep the overall product size to a minimum.
The subtle texture/pattern on top is meant to fade into the background but also draw the eye in upon further scrutiny.
The polished metal Seagate logo badge accents the otherwise unadorned minimalistic box to keep cost low but give the greatest impact with the least amount of material cost.
Project: Seagate Expansion Line
Designers: Ashcraft Design
Design Team: Britt Ashcraft, Daniel Ashcraft, and Mathieu Pung
Manufacturer: Seagate Technology PLC.
