Sandisk was in need of a redesign. Their logo felt dated and too corporate. I wanted to relate the flash drive memory more to people, since it really is an extension of our memory. Each size of flashdrive is a new character based on the arms it contains. The main identity can change to any of the many arm combinations. The website contains an application to build-your-own-characters. This allows the user to use creativity and pick from the many combinations of arms and accessories for their character. These creations can be shared with others and can be featured in the sandisk character gallery. The user can apply their creation to the website so it greets them every time they return. The characters on the packaging also vary with each new size. This is not associated with Sandisk in any way.