PRIMAL
Creative Strategy // Digital Design // Art DirectionPRIMAL is a premium gaming peripheral start-up, starting with keyboards and performance gaming mice (or is it mouse?). I co-founded this startup and led the project management. As a big believer in bootstrapping, I was responsible for art direction, web design, sourcing external specialists where needed and additional digital design to expand the brand assets.
mood board
Primal's main audience is the 'fashion savvy gamer’ or computer enthusiast. Since the global pandemic there has been a rise in this demographic and crushing the idea of the stereotypical gamer. This movement was helped by a-list celebrities and influencers like Henry Cavill promoting their gaming lifestyles and nerdy interests behind closed doors. The first step is a mood board that helps kick off the whole creative process. This ensures all stakeholders have a visual aesthetic they can approve to kickstart the design process.specialist sourcing & collaboration
While keeping in mind budget, style and assets gained, selecting the right designer and art directing the project is essential.It's common that many institutions pay exorbitant prices for minimal content. An art director or creative strategist turns a five-figure project into a single thousand-pound project with improved output. Within this branding project, we obtained branding, 3D design, social assets, and keycap design.
webdesign
With the initial branding complete, I expanded the assets to ensure there is a full package of everything we need to launch the brand. The next step was to create new web assets that are ready for me to turn into a website and digital experience. This was done by creating a series of web concepts to digitally bring the branding to life and help guide me on the web design process.Applications used:
// Adobe Photoshop
// Adobe XD