New Visual Brand Language Development
I was tasked with leading development a new design language for our laptop docking stations. This design language would be used to roll out across our entire Tech Solutions and Tech Accessories product portfolio. So researching and building a compelling story that tied this new brand language to Targus as a company was imperative. Through countless research, design reviews, and form exploration iterations we built a Brand Guide for the new design language that we ultimately began to roll out across the category in 2025.
PHASE 1: Building out a new Visual Brand Language guide through discovery, defining, developing, and delivery. Full research kickoff.
PHASE2: Summarizing and condensing research findings and direction for VBL. Completing Consumer Tech Persona’s to further understand and support our design and CMF choices moving into form & concept development.
PHASE 2: Concept Development via Step/Stretch/Leap method.
PHASE3: Concept Refinement
PHASE3: CMF Development
