BRADLEY METOYERTERADATA

THE BREIF

Teradata, a cloud analytics and data platform, wanted to reframe customer perception from being seen as expensive, not innovative and not relevant in the cloud and solidify their brand as a trusted and reliable on-premise data-pioneer. 

THE DELIVERABLES

To shift customer perception and drive profitable growth, Teradata embarked on a brand evolution to reposition themselves as a leader in the SaaS industry.



THE IDEA:

INSPIRE CONFIDENCE TO ELEVATE HUMAN POTENTIAL

Leveraging customer and industry expert research, we established a new purpose and north star: To inspire the confidence to elevate human potential. From there, the evolved brand identity was born, leading to the creation of a bolder, richer color palette that leans into the brand’s personality attributes of confident, courageous, dynamic and compassionate. ​

In order to maintain the current equities within the brand and logo, the wordmark was evolved to reveal a fresher and more energetic take on the Teradata name. To set them apart from the rest, graphical elements were created to signal Teradata as a leader in the industry and to evoke the feeling of forward movement, while photography and illustrations support to tell the unique stories of Teradata’s impact on its customers and customers’ customers.

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