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ALIENWARE

Brand Strategy | Brand Refresh | Case Study

CONTEXT

Alienware, nestled under the DELL Technologies umbrella as the endorsed gaming brand, currently adheres to the overarching guidelines, platforms, and business sector set by its parent brand. This alignment results in not only the inheritance of DELL’s established positioning and brand value but also the acknowledgment of its inherent limitations.

In the dynamic landscape of the burgeoning gaming market, where the preferences and demands of the gaming community have undergone a transformative shift, excellence in product performance alone is no longer sufficient. There exists a palpable emotional need for a sense of belonging. Recognizing this paradigm shift and in a bid to stand out amidst both longstanding and emerging competitors, DELL strategically opts to adopt a “house of brands” model, affording Alienware the autonomy to cultivate and expand its unique brand identity.

OBJECTIVE

To facilitate the afore mentioned transition, Alienware recognizes the imperative to cultivate and refine its own distinct brand personality. The primary goal is to not only reclaim but elevate its previous market standing.

The overarching objective is clear: facilitate Alienware’s relaunch as an independent brand, equipped to introduce innovative product lines that align seamlessly with its evolving business vision.

DIRECTIVE

– Develop a brand strategy that helps accomplish Alienware’s objectives

– Refresh Alienware’s visual identity system

– Create visual assets that reflects Alienware’s new direction

DISCOVER

VISION

To become earth’s wider tribe of high performance gamers.

MISSION

To enhance gaming experience through the delivery of the best performance at any and all levels of gaming.

PURPOSE

To make videogames fun and enjoyable.

BRAND PERSONALITY

UNINVENTINVE

INNOVATIVE

FUTURISTIC

RETRO

COMPLATIENT

COMPETITIVE

TECH SAVVY

TECH ILLITERATE

CONNECTOR

ALIENATOR

DREAM

GENERAL

It was time to translate the information gathered into a “tangible” result, where the big idea as Alienware develops its own brand, is to let Alienware embrace the ALIEN in it, bringing forward futuristic, alien-like identity, permeated with its characteristic gaming DNA.

To accomplish this, an evaluation and analysis of AW’s present identity system was in order, not only to eliminate or change it, but to know what not to. As a result the visual identity has to shift into a more clearer, simpler, expanding yet futuristic image with a cosmic touch.

As a result, some iconic elements of the brand such as its logo and its variations have to stay, it was also decided for DELL’s blue to transform into a neon shade of blue with a complementary color, typography has also been revised and adjusted for a more diverse font, putting all these together gave birth to the following outcome:

LOGO & COLORS

TYPE IN ACTION

The following key visual is the result of all, new and old brand elements, plus messaging and more working together.

DELIVER

Here is where all previously defined aspects of the brand are reflected, giving shape to a new, refreshed image ready to be not only applied but to be evolved. For this specific exercise the following assets were developed as key visuals: website, social media (Instagram), and promotional graphics.

WEBSITE

SOCIAL MEDIA

PROMOTIONAL GRAPHICS

*The work here presented was developed as a personal project, it does not reflect or insinuate any association with the brand.

**Any information was independently developed from personal point of view and perception, it does not represent any of the brand’s statements, mission, vision or any other.

***Photography and/or products portrayed here, were not own developed, and does not reflect any association between them.

****The hoodies here displayed were adapted from photography on luchy-shop.com

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