Seagate needed an iconic portable hard drive design that could celebrate their company's engineering, technical expertise while also strengthening their position as a manufacturer of trustworthy portable storage products. The design needed to achieve 'world's thinnest' in the hard drive category and do so in a dramatic way that would get the attention of bloggers, reviewers, and consumers.
The SEVEN achieves an avante garde design statement in the most minimal package possible. The steel enclosures express a level of solidity and trustworthiness lacking in the portable hard drive space.
Seven is the thinnest hard drive ever produced. The intended user is a technology purchaser who wants a very mobile, transportable hard drive to store their data, but also appreciates premium design.
The design that was developed was an extremely unconventional approach. Rather then hide the internal drive with a simple box enclosure, the SEVEN highlights the hard drive’s shape and technical detail with minimal steel skins that literally shrink wrap the internals in a dramatic and honest way. The user can literally see and feel the contours of the components expressed in the outer shell’s subtle asymmetry and abstracted technical detailing
This shrink wrap approach of tightly skinning the internals resulted in the world’s thinnest hard drive and the use of high-strength steel enclosures insured a solid, trustworthy feel in the hand’s of consumers. Expressing the functional beauty of the internal components in the outer skin creates an own-able look and a tactile connection to the Seagate brand.
Seven exceeded all of our marketing and sales expectations. The video made to promote the product is the most watched Seagate video ever - reflecting the immense interest in the drive. Reception from the press was almost uniformly positive and it was the first time we saw such enthusiasm from not just the tech but also design community.
"Sales so far have far exceeded our forecasts, by multiples." - SEAGATE marketing.