STEELSERIES RE-BRAND

PROJECT FOCUS
DESIGN SYSTEM, POSITIONING, POINT OF SALE, 3D RENDERS

Rebrand

MY ROLE
︎ Creative Direction
︎ Brand Strategy
︎ Identity System Design
︎ Point of Sale Design
︎ Content Marketing

PARTNER
• THANK YOU®

Having tripled its revenue in 4 short years, SteelSeries’ brand narrative and visual appearance had become fragmented. The growing pains were only made worse by an increasingly competitive marketplace.

I set out on a journey to re-position the brand and craft a distinct visual identity that built on past strengths but made SteelSeries capable of taking even more market share in the promising future ahead.

This project ran over several years and was executed in close collaboration with THANKYOU® Studio and SteelSeries’ in-house marketing and design team.

While the brand execution evolved over time, much of the initial strategy and design principles remained intact as the brand rolled out on every imaginable touchpoint.

Challenge

- Clearly differentiate SteelSeries in an increasingly crowded marketplace
- Create a distinct Point of Sale presence to increase sell-out at retail
- Develop a design system that evolves the premium brand perception and is operationally effecient.

Outcome

* Work in progress*

Starting point

* Work in progress*

New positioning

* Work in progress*

Mood film

To help bring the new brand positioning to life and ensure that gamers, employees and retail partners could truly understand and feel the new SteelSeries brand, we created a mood film.

It served as our starting gun, signalling to everyone that change was coming and this content was just the first of many that we created to show the new brand narrative.

Rise to the challenge manifesto:

What’s the difference between casual gaming and hardcore gaming?

Well…

What’s the difference between running a mile and running a marathon?

It’s all about dedication

Obsession

And passion

You gotta have the right mindset

And you gotta have the right gear

There are rules to the game but there are no limits to how you play it

There’s only guts

And skills

And a drive to beat the best

For only those who dream about the battles

And long for the victories

Will rise to the challenge

3D Rendered Packshots

Transforming future products into stunning, ultra-realistic 3D visuals required close collaboration between the 3D Artists at THANKYOU and SteelSeries' industrial designer.

We went into extreme detail to ensure that each packshot accurately represented the look and feel of the final product whether it featured RBG illumination, fabric headbands, leather cushions or rubber grips.