EMC needed to evolve their current digital presence. In the process of moving to Adobe's content management system the wanted to update the look and feel to not only be modular, but more modern and provide a platform for product storytelling. In recent years, many new startups have entered the storage industry. IT was also no longer the only department that was deciding on what kind of storage and data infrastructure to buy. CMOs, CEOs, and many others were part of the decision making process because it is no longer just their backend, but its their entire business model. This redesign was the first step in helping EMC evolve their brand story and maintain their reputation as the storage leader they have always been.