SCUF Gaming
Inside the rebranding and development of elite gaming products.
At the time of my hiring, our objective was to reveal SCUF to a broader audience through our new Vantage controller; our most customizable and high-performance controller to date, designed for PlayStation 4. This included a grand reveal at E3 2018 and our first ever controller launch at retail with GameStop. It would be no small task.
Our team worked closely with design agencies to help us sharpen the spear. This was manifested through new packaging, the retail experience and our social identity. Here are some of my concepts from the Vantage journey, as well as other SCUF projects I've had the privilege of working on. More to come!
Revised Logo 2018
2010 icon, 2017 exploration and 2018 final
Vantage Packaging
How do we manifest this new identity in a physical form?
My early concepts for the Vantage unboxing experience. What should the consumer see first, the case or controller?
How do we communicate a premium product through the packaging?
The final concept for Vantage packaging. Render credit: Interstate.
Ensuring the colors were correct was a huge part of my responsibility on press. Thanks to Mark for translating.
Vantage Seeding Kit Concepts
An early mockup for seeding the limited edition Vantage Bumblebee controllers.
Universal Packaging Concepts
What can we do to improve upon our existing packaging so that we use less plastic? The above ideas explore what a family of universal folding cartons might look like.
Prestige Packaging
Some of the final product illustrations that were used in Prestige packaging.
GameStop Fixture Concepts
E3 2018 Booth Concepts
What other ways can this new identity manifest itself at events?
SCUF Vantage (2018) Hero Imagery
SCUF Prestige (2019) Hero Imagery
