Dell Gaming exists as the umbrella brand above Alienware and Dell G-Series Products. However, the lower-tier G-Series products weren’t standing out in the marketplace.

The creative brief was to build awareness for Dell Gaming by increasing energy/dimensionality, enhancing flexibility/scalability across all applications, and improving furniture dress kits in retail environments.

A global toolkit was created to guide global regions and offer new exciting assets to bring the visual language to life.

The new design builds upon a formerly flat square pattern into a dynamic collection of cubes that dimensionally pop forward with energy.