EMEA BRAND GUARDIAN
In my last four years at Kingston Technology, I worked on the HyperX brand with genuine passion. The gaming industry is one of the fastest-growing businesses. With the HyperX team, I managed to achieve great results, including seeing few of my projects being adopted globally by the brand and helping the UK team make the difficult move to the retail business with positive feedback.
HyperX has broadened its range of influencers adding celebrities, like footballers Dele Alli and Marco Reus, to the EMEA portfolio. I had the pleasure of being part of the team as a photographer to create images for the digital assets to promote new headsets.
HyperX participates every year at the most significant gaming events across Europe. People gather to play video games at its booth, meet gaming teams, and discover the latest HyperX products.
With the uprise of gaming teams that HyperX sponsors and the need for original content for the Social Media platforms, the brand decided to have its very own gaming room. In here, gaming teams can bootcamp and participate in world tournaments, and influencers can create videos about new products and brand representatives host meetings and play video games.
I designed the dark external walls with just the HX symbol, in contrast with the standard office environment, to give the room an aggressive and challenging look & feel. On the inside, with a simple graphic design, the white walls focus the attention on the brand.
There is also a dedicated wall for PR interviews that, while it shows the brand, also has little references to items found in popular video games to make the brand appear closer to the gamers. Because we’re all gamers, in the end.
In collaboration with the social media team, I create daily contents for giveaways, product launches, promotions and important milestones.
Among other objectives, I was in charge of designing and supervising retail assets for HyperX, the gaming-focused brand of Kingston Technology. Shortly after, we got bays in stores like Maplin, Dixons and GAME in the UK, followed by LeClerc in France, thanks to the artwork I designed winning pitches against competitors.