ShadowCat Design Language | Alienware

On the heels of the successful launch of their Alpha STEAM console design, Alienware partnered with my team to evolve their aging visual brand language. Together, we deconstructed the elements of the visual design that were to evolve and remastered their shield language into what is known today as the ShadowCat design language.

Alienware is widely known for it’s ‘otherworldly’ computing power, but it’s hardware needed a visual refresh because their demographic was getting older and favoring a more sophisticated aesthetic. The new ShadowCat language takes the core elements of the previous language– called Epic, and refines it for a the more sophisticated buyer. The main elements of the ShadowCat language revolve around the updated shield side panels, lighting elements and thermal venting detail. The signature element of ShadowCat is manifested in the integrated stand, which gives the tower form-factors a unique stance and almost appears to be floating above the surface it sits on.

My team worked with the Alienware design leads to establish the core visual metrics and form vocabulary that would define the ShadowCat language. Then we developed concept themes and explored a wide range of aesthetic gestures and CMF that packaged the high-power computing payload.

Design team: Dan Yee, Kevin Sloan, Hector Rodriguez