Art Direction. Brand Design | 2019
By mid 2019, Versus PC CEOs made a decision: the brand should switch from selling powerful PCs to a sole niche - gamers - to a wider range of consumers, targeted under three different product lines - PCs for common people, for audiovisual creatives and for gamers. Not only a renaming was needed: also a brand restyling and a ecommerce were demanded to meet the project's needs.
The visual design for this project was inspired in the bold simplicity of tech brands such as Apple, Mountain and Dell. Thus, the "Versus PC" brand name was shorted into "VSPC" and a set of three different rebranding propositions drafted, all sharing a common goal: to detach the brand from the regular gaming clichés, in order to make it appealing to its target buyers.
By designing a simple and smart brand, I sought not only to make it attractive to its target consumers, but also easy for any VSPC staff member to apply it on any digital and physical media.
To help introducing the brand to its target audience, an audiovisual marketing campaign for social media networks was accomplished, following a visual storytelling in which the products should be presented in spaces and situations familiar to each buyer persona - from those who just need a computer for daily small tasks, to the most demanding technical professionals, audiovisuals and hardcore gamers audiences.