HyperX Re-branding
Base the brand on HyperX’s four conceptual pillars, create a cohesive and inclusive brand.
Brand & Identity
Packaging
Campaign
Motion
(Individual Project)
(2023)
RESEARCH
The logo
history
The logo did not change much since HyperX’s establishment.
2002 - 2014
2014 - Present
RESEARCH
Current brand
And after the purchase of HP happened in 2021, the packaging and website was updated, but the logo remains the same. According to the research, there was no updated brand guide for HyperX since then, which made the brand not cohesive across the platforms.
RESEARCH
The target audience
The target audience is mid to pro gamers and streamers. And according to the research, gaming is not a male dominated field as we thought it would be, actually, 48%* of gamers are females. But the huge groups of female gamers are constantly ignored in the gaming community, it’s shown in the current Hyper X brand identity as well.
Female 48%
Male 52%
LOGO DESIGN
Four pillars
After researching the brand, I decided to base the brand around the four pillars that HyperX is known for: superior comfort, stunning aesthetics, high performance, and extraordinary reliability.
According to the four pillars, I created four symbols and chose four colors for each of the pillar.
LOGO DESIGN
This logo symbol is mainly used on products, social media, and etc.
LOGO DESIGN
Word mark logo of HyperX is used on packaging, websites, and etc.
BRAND GUIDE
The typeface choice is to keep the brand clean and firm. The logo typeface is also customized from the header typeface.
The colors are based on the chosen four pillars: cloud blue for comfort, star yellow for aesthetic, fire red for performance, and mountain blue for reliability.
PRODUCTS
HyperX
Collection
This re-branding also includes the online shopping experience.
THE STORY
Advocate
for girl
gamers
I also designed a special campaign for HyperX with famous game streamer storymodebae to bring the long-overlooked girl gamers in light.
The images of her should be studio shots with accessories with brand color fire red to promote the idea that girls can also be high performance gamers.
CAMPAIGN
This campaign also includes a special collab product - gaming console.
All packaging will be in the campaign color fire red with Storymodebae’s signature.
Same as on the packaging, there’s a signature on the special edition console.
