LUXA2 (luxe x accessorize)^2, a subsidiary branch of the world-renowned company Thermaltake, stands for a formula of the commitment of modern design, a stabilizer to link fashion and casual; a solution for trendy men and women.

It’s a state of mind for accessorizing modern technology with everyday gentlemen and lady’s essentials.

I was tasked with the overall rebranding project, together with the oproduct emotional concept, and identity photography.

I·DEN·TI·TY

/ˌīˈden(t)ədē/

To recreate the LUXA2 brand and refined it based on the existing guideline, It is important to truly understand the brand as well as its' message representations so we have a foundation to tear it up and rebuild it from the ground up.

I studied the overall brand guideline and dived into the visual essence of the brand to make sure that I was creating something new while the overall vibes would still reflect the philosophy of Thermaltake.

We rebranded Luxa2 with a Sports Luxe twist. As the name suggested, we want to represent the brand as a mix of practical function accessories yet with a sense of trend and fashion. We started by involved different mix elements and then applied that on the product concept to form the foundation of the brand's lifestyle.

The end result is a brand that combined both practicability and fashionability, and a line of technology forwarded products with athletic purposes.

PHO·TOG·RA·PHY

/fəˈtäɡrəfē/

Together with the branding, I also directed the overall photography to complete the visual essence for the brand as well. The photography was used as part of the guideline for Luxa2's communication guide.

Client: LUXA2 by Thermaltake

Role: Creative Director