Challenge
Strengthen the presence of Dell Gaming as the umbrella brand for Alienware and Dell G-Series—while helping the lower-tier G-Series products stand out in a crowded gaming marketplace. The challenge was to increase visual energy and dimensionality, create a flexible and scalable system usable across global applications, and upgrade retail furniture dress kits to deliver greater impact at the point of sale.

Solution
I developed a global visual toolkit that equips regional teams with bold, adaptable assets to consistently express the Dell Gaming brand worldwide. The new design system evolves the previous flat square motif into a dynamic field of dimensional cubes that project forward with energy and depth. This approach injects excitement into retail environments, improves scalability across formats, and elevates G-Series visibility—reinforcing Dell Gaming as a cohesive, high-impact brand across its entire product ecosystem.

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