PROJECT OVERVIEW

Gaming's become more sophisticated and is now widely recognized as a lifestyle, an art form and a skill. The psychographic and demographic makeup of gamers has broadened significantly over the past decade as both PC and console gaming grow more pervasive and mainstream. The "We're Game" 20th Anniversary brand refresh re-established Alienware’s leadership position in the gaming category, and separated them from competitors who had copied their look and style.

BRAND

Objective: Re-establish and elevate Alienware's brand into the modern age. Alienware's new brand is a direct reflection of its audience: It is forward-looking, inspiring, and inclusive, opting for something unexpected in a sea of sameness.

BROADCAST VIDEOS

Along with the new branding effort, was the introduction of the new look with the 20th Anniversary video, product videos, and the newly designed Alienware head design. For the sound design, we were able to work with music composers, Survive, the same people that created the music for Stranger Things.

PACKAGING DESIGN

A new look and feel for packaging was also a vital part of the more modern aesthetic. The approach was to use the CAD files of the actual systems, the new Alienware wordmark, iconography, and a gloss treatment against a matte black base to create a sleek look and feel.

MARCOM ASSETS

A new series of posters, social ads, E3 & PAX booth designs, as-well-as Best Buy displays where created to breathe new life into not only the products themselves, but also the people that used them both professionally, like Doublelift from Team Liquid, but also hardcore and casual gamers alike.