BAD/DIYS is more than just a tech company—it’s a community. A place where everyone can feel included, supported, and empowered to explore the tech and gaming universe. The vision is to create an inclusive tech landscape where everyone, regardless of their background, can thrive and innovate and build their own computers. The task was to develop a beginner-friendly, inclusive DIY PC building brand that demystifies the PC assembly process for people from underrepresented groups, integrates aesthetic appeal, fosters a supportive community, ensures product accessibility, and promotes sustainability in the tech world.
Strategy
Audience Interviews
Design Target Identification
Positioning
Values
Purpose
Competitive Analysis
Identity
Logo Design
Typography
Visual Design System
Applications
Website Design
Media Campaign
Packaging Design
Brand Book
The DIY PC building market, as well as gaming has traditionally catered to white millennial men. Products and resources available in the market often assume a baseline of competence and familiarity, which makes it very daunting for beginners to enter. The industry has seen gaps in inclusivity, with many feeling alienated by the tech-heavy jargon and male-dominated culture.
Develop a beginner-friendly, inclusive DIY PC building brand that demystifies the PC assembly process for people from underrepresented groups, integrates aesthetic appeal, fosters a supportive community, ensures product accessibility, and promotes sustainability in the tech world.
The logo is bold, confident, and unique - just like the community. Visual shout out to people stepping into and making ripples in the tech world.
Out with the boring RGB colors and in with some new badass colors that embrace the diversity of the audience.
The tone of voice is how we communicate with the world and should be a reflection of how we are sassy, supportive, and motivating.
We champion underrepresented groups in tech.
We are the only Powersthetic Designers that help Tech Baddies assemble their baddest build.
OP (overpowered), Synergetic, Rallying
By 2045, we will have completely transformed the global tech hardware industry into a circular economy model while also being a beacon of diversity and inclusion through a global network of support for underrepresented groups in tech and gaming.
The brand came to life through the applications. Using the strategy outlined above, the brand was developed using a combination of the purpose, positioning, values, tone of voice and ambition to create applications that match the tone and vibe of BAD/DIYS.
The project was influenced by the highly inspirational design target, but I first worked my way to that target. Starting with a questionnaire aimed at the consumption audience to find common beliefs, from there I interviewed with people in my aspirational audience. From the interviews I gained valuable insights into my target audience, and found what was lacking for them. After conducting an in-depth competitive analysis I also found the opportunity gaps in the tech industry. I continued to develop BAD/DIYS with the Tech Baddies audience as the north star.
