Project background: The mainstream keyboard and mouse brands are mostly office and business-oriented, emphasizing efficiency and serious office experience, lacking personality and innovative design to meet the needs of the new Z generation population.

User needs: For the young group in the North American market, a more personalized & diversified brand is needed to meet people's needs.

Design Insight: Through the analysis of people and trends, we put forward the value proposition of "respect for every difference" to talk with young people. Optimized experience: the brand extracts "≠" to express that everyone is unique, while echoing and respecting each difference. In the brand visual system and product system is more diverse.