To introduce Equinix Metal, we aimed to create a confident yet approachable voice that merges the energy of Packet with Equinix's renowned brand reputation. The challenge was to make a compelling narrative for both business leaders and developers, emphasizing versatility, innovation, and trustworthiness, while adhering to the Equinix brand's guidelines and bringing in the vitality of Packet.
Drawing inspiration from the campaign's core message "Just Add Metal", we conceptualized a fluid visual representation. Liquid metal, flexible and transformative, becomes the campaign's centerpiece. This malleability signifies Equinix Metal's adaptability to varied workloads. Vivid hues paired with this animated form create a scene where the infrastructure undergoes a metamorphosis. This not only underscores quick deployment but also heralds a departure from traditional bottlenecks like latency. The compelling visual journey speaks to both the technologist and the strategist, signifying Equinix Metal's potential to redefine business landscapes.
