Inside The StudioWIP

Cutting Room Floor – Rackspace

By May 28, 2015 No Comments

Before our Inspired Infrastructure campaign for Rackspace Digital launched at SXSW earlier this year, the CT team put together a strong portfolio of campaign concepts that made the final decision difficult for our partners over at Rackspace. One concept, Pixel , went on to win a Platinum Award in the concept category at the Creativity Awards. Below are a few other studio favorites from this multi-faceted project.


This concept focused on the framework Rackspace provides for its customers’ digital experiences, interweaving front-end interface elements with back-end structures to create an organized, yet dynamic visual style for the new practice. This approach shared some similarities with both the award-winner Pixel and the final campaign concept and incorporated elements from Rackspace’s key targets in the e-commerce, fashion and automotive industries.




Everyone wants infrastructure to be easy and effortless, and this concept positioned RAX Digital as a partner you can trust to provide a simple, painless hosting experience. Designed to stand out against the standard tech look and feel, this option used the push/pull between bold photography and negative space to showcase the Rackspace brand and offering in a new light. Dynamic, yet flexible, this concept and design system was a strong option with room to grow and evolve.




The third and final concept to hit the cutting room floor, Camouflage builds off the idea that infrastructure, done well, is a hidden background element you don’t have to think about. The design combines digital patterns and silhouettes to create a distinct, modern look and reinforce the idea that Rackspace, even in the background, is manned by 24/7 support. Leveraging their longstanding reputation for their superior service, it positions RAX Digital as a simple, reliable solution.





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