Moving data storage from troublesome to trouble-free.





Brand Strategy

Advertising & Conceptual Development

Marketing & Communications Strategy

Strategic Messaging & Positioning

Creative Production

The Challenge

How do you convince IT professionals that it's no longer difficult to keep up with the constantly changing storage needs of their organizations?

Strategic Decision

Everyone talks about storage speed, security, capacity, etc. So go the other way, focus on alleviating its biggest pain point—how difficult it is—and position Isilon as easy.

The A-Ha Moment

This is not hard. I can do this.

The Results

Acquired by EMC for 2.2 billion dollars