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WD G-DRIVE brand relaunch unifies creator storage
WD has announced a brand consolidation move that brings its entire content creator and creative professional external storage portfolio under one name: G-DRIVE.
The WD G-DRIVE brand relaunch replaces the SanDisk Professional branding across desktop drives, portable drives and multi-bay RAID systems. The shift creates a unified identity for storage products built for high-resolution photography, video production, graphic design and audio engineering.
Products carrying the new branding have already begun shipping. Existing SanDisk Professional HDD-based products will continue to receive full support and warranty coverage.
One identity across the creative workflow
The WD G-DRIVE brand relaunch positions G-DRIVE as the single brand supporting the full creative lifecycle. This includes:
On-set capture
Real-time editing
Backup
Postproduction
The consolidation affects solutions used by individuals, businesses and production studios. According to the company, products currently branded as SanDisk Professional will transition fully to G-DRIVE by the end of the month.
Darrin Bulik, Director of Product Management at WD, said G-DRIVE has become associated with high-capacity and high-performance storage across creative stages, from enthusiasts to professionals. He added that consolidating the portfolio under the established brand aligns legacy recognition with WD’s storage technology roadmap.
Product portfolio under the G-DRIVE umbrella
The initial lineup under the WD G-DRIVE brand relaunch includes a range of portable, desktop and RAID-based systems:
G-DRIVE ArmorATD
A rugged portable drive offering up to 6TB capacity. It features triple-layer shock resistance, IP54-rated dust and water protection and a durable aluminium enclosure for mobile workflows.
G-DRIVE desktop drive
A high-capacity desktop solution powered by enterprise-class Ultrastar HDDs. It offers up to 26TB capacity, designed for video editing, photo libraries, backup and content archiving.
G-DRIVE PROJECT
A single-bay Thunderbolt 3 desktop solution with enterprise-class Ultrastar HDD storage up to 26TB. It is positioned for high-capacity and high-performance workloads.
G-RAID PROJECT 2
A compact two-bay Thunderbolt 3 RAID system configured in RAID 0. It includes field-swappable enterprise-class Ultrastar drives with capacities up to 52TB, aimed at post-production environments requiring accelerated performance.
G-RAID SHUTTLE 4 and SHUTTLE 8
Transportable four-bay and eight-bay storage arrays equipped with hot-swappable enterprise-grade Ultrastar drives. Capacities scale up to 208TB. These systems ship in RAID 5 by default and support high-speed connectivity for on-set data management and multi-camera productions.
Together, these products span portable rugged drives to high-capacity transportable RAID arrays, addressing varying performance and capacity requirements across creative environments.
Strategic context: HDD focus post separation
The WD G-DRIVE brand relaunch follows Western Digital’s separation into a standalone HDD company in late February 2025. The move positions the company to focus on its HDD portfolio and related storage innovations.
In addition to the G-DRIVE portfolio, WD will continue offering HDD products under its colour-based branding strategy. These include:
WD Gold for enterprise
WD Purple for smart video
WD Red for NAS
WD Blue for PC productivity
WD_BLACK for gaming
The consolidation of creator storage under G-DRIVE aligns this segment within the broader HDD-focused portfolio.
What the relaunch signals
The WD G-DRIVE brand relaunch simplifies branding across a product set that serves demanding creative workflows. Instead of maintaining separate identities, the company is aligning its creator storage solutions under one recognised label.
For creative professionals and production houses, the practical impact lies in product continuity rather than technical redesign. The hardware platform remains centred on enterprise-class Ultrastar HDD technology, with branding streamlined under G-DRIVE.
The transition marks a portfolio restructuring step rather than a product overhaul. It reflects a strategic shift towards clearer brand architecture as WD sharpens its position as a standalone HDD company.
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