Western Digital tasked me with crafting an internal brand manifesto that would serve as SanDisk’s rallying cry — a bold statement to inspire teams and become the backbone of all creative strategy for flash storage products moving forward.

I set out to create a manifesto that was bold, inspiring, and anthemic. While it wouldn’t be customer-facing, I knew it still had to resonate deeply with our audience. It was about them, after all. I honed in on the power of “you” — a word that represents not just the many versions of self a person can embody, but also the shared experiences and communities that connect us.