Storage that belongs in the setup, not the closet.
Brand identity and companion app design for Seagate's gaming-specific peripheral line. Positioned as part of the gaming setup, not IT infrastructure. Every piece, from aesthetics to workflow, had to belong there.
A storage brand
trying to become a gaming brand.
Seagate is the largest hard drive manufacturer on the planet. In gaming, specs don't sell—gamers have to want it on the desk. Brief: build a gaming sub-brand that belonged in that world.
The brief wasn't a product page.
The brief was category permission.
Gamers don't think hard drives are part of the setup—they're a utility. To earn shelf space next to controllers and headsets, the brand needed visual and cultural legitimacy first.
Work covered full brand expression: identity system, packaging, companion app (SGBA), campaign creative for console and PC gamers.
The constraint was the existing Seagate masterbrand, we needed to signal gaming authenticity without abandoning enterprise credibility. Two audiences, one product line, one design system.
From server room
to gaming den.
Brand identity, packaging architecture, and companion app design for Seagate's gaming peripheral line, built to earn a place in the setup, not just a slot in the accessories aisle.
Seagate gaming,
its own design language.
A sub-brand identity system that brought gaming visual cues, aggressive type, atmospheric photography, RGB-era color tension, into the Seagate masterbrand without looking like it came from a different company.
Shelf presence
that gamers pick up.
Packaging redesign for the Game Drive line built to compete on the shelf next to peripheral brands. Matte finishes, dark backfield, product hero, the box had to work before the spec sheet.
Drive management,
designed for the setup.
The Seagate Gaming Branded App, drive health, game library management, and storage insights, designed with the same dark aesthetic as the hardware. Utility that feels native to the gaming environment.
Storage as
setup culture.
Campaign creative positioned the Game Drive alongside the controller, the headset, the chair, part of the deliberate setup, not an afterthought when the internal drive fills up.
The best peripheral
earns its place.
on the desk before the spec sheet.
Enterprise brands
entering consumer culture.
Seagate is one of several enterprise technology brands that have had to earn consumer cultural legitimacy. The playbook is repeatable, and the constraint of working within an established masterbrand makes it harder, and more interesting.
Brand gets you
on the desk.
The gap between being the technically superior product and being the product people choose is almost always a brand problem. Seagate had the specs. The work was closing the culture gap.
We bring the same approach to any technical or enterprise product entering a consumer market: earn the setup first, then the spec sheet does the rest.