Whipsaw partnered with Gridstack to design and develop a modular NAS system—an innovative storage solution tailored for creative professionals who require off-cloud, high-performance, expandable storage without the complexity of traditional enterprise systems.
When Gridstack’s founders first approached Whipsaw, they had identified a gap in the market: NAS solutions were historically built for users with a fairly high degree of tech savviness, leaving more creative-minded professionals—photographers, videographers, game developers, and designers—without a storage system tailored to their needs. These users work remotely, manage massive high-resolution media files, and require quick, reliable, and expandable storage without the complexity of enterprise-level systems.
In our initial phase we refined Gridstack’s audience and pinpointed key pain points that shaped our design approach:
With these insights, we established clear design parameters: approachability, ease of use, modular expandability, and a premium form factor. These principles guided every decision across industrial design, branding, and website design.
The industrial design team focused on a stackable form factor that allowed users to expand storage easily without compromising on aesthetics. The refined metal chassis and clean visual lines elevate the product beyond traditional tech hardware, making it feel as much like a statement piece as a functional tool. Unlike conventional NAS products that feel cold and inaccessible, Gridstack was designed with tactile interactions and intuitive assembly in mind, ensuring that even first-time users could set it up with confidence.
By integrating an LED matrix display, we added a functional and branding element that enhances the user experience. This subtle but powerful detail provides real-time feedback on storage status and system activity, giving users an easy way to interact with their device without opening an app or logging into a system dashboard. The hardware is as much about usability as it is about aesthetics, reinforcing the brand’s focus on accessibility and ease of use.
Before Gridstack had a name, it needed a brand identity that reflected its core values. The challenge was to craft a name and visual language that conveyed scalability, organization, and creative empowerment, all while remaining clean, modern, and memorable.
Through an extensive naming process, we explored over 500 potential names before landing on Gridstack—a name that perfectly encapsulates the structured, scalable nature of the product while maintaining a tech-forward and creative appeal.
The brand’s visual identity was built to be bold yet minimal, aligning with the clean aesthetic of the product itself. The logo and typography were carefully selected to evoke precision and modernity, while the brand’s tone of voice strikes a balance between technical confidence and creative inspiration.
A critical part of the branding process was ensuring that it extended seamlessly across physical, digital, and interactive elements. From the LED matrix animations on the device to the web experience and packaging, every brand touchpoint was designed to feel connected, reinforcing the Gridstack experience as a unified whole.
A well-designed physical product needed an equally seamless digital presence. The Gridstack website and purchasing flow had to make a complex category feel effortless—helping users configure and buy their storage solution without confusion or friction.
The website was designed with high-resolution 3D renderings and animations to visually communicate how the modular system works. Instead of relying on technical jargon, we used clear language to guide users through the configuration process, making it easy for them to select the right amount of storage and drive type based on their needs.
Every interaction was built with clarity and ease of use in mind. The e-commerce experience integrates Webflow for the front end, Shopify for transactions, and Amazon’s fulfillment system, ensuring that users move smoothly from selection to purchase without encountering unnecessary complexity. The result is an effortless, guided experience that aligns with the experience of the physical product.
The result of this integrated approach is a product that feels cohesive across every touchpoint. Gridstack isn’t just another NAS—it’s a storage solution that is purpose-built for creatives, thoughtfully designed from its physical form to its digital experience and brand expression. Every detail, from the industrial design to the website to the packaging, was considered as part of a unified system.
Reflecting on the process, Adam, Gridstack’s co-founder, noted:
“Every time I would engage with a PR agency, social media agency, and marketing agency, people say it’s beautiful, it looks amazing, and they want to work with us simply for the design language on its own. For a category that maybe isn't like the sexiest in the world storage, I'm just really, really, really proud of how it turned out. The object itself and the brand that was built as part of it.”
- Adam, Gridstack
For startups developing hardware, the Gridstack journey highlights the importance of treating product, brand, and digital design as a unified experience rather than separate processes. Key takeaways:
The Gridstack project serves as a blueprint for how startups can leverage design harmony to build impactful, user-focused products. In an industry where fragmented experiences and overly technical products are the norm, Gridstack stands out as a cohesive, beautifully designed solution tailored specifically for digital creatives.
For founders looking to create truly integrated products, know that great design isn’t just about aesthetics—it’s about creating a seamless, connected experience that spans every touchpoint.
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