Pressing play on student engagement.
Alienware
Role
Strategist
Audience
Student Gamers
Year
2024
The Challenge
Create a design system for Alienware’s collegiate esports program that maintains consistent standards at each university.
My role
Facilitated workshops with client, design, and production teams to co-create an efficient, standardized approach.
The Idea
Look Book: A guidebook for creating collegiate esports environments that adapt to distinct campus cultures while maintaining Alienware identity standards.
The Execution
The Look Book established core brand elements (materials, lighting, spatial layouts) while allowing customization. Student and administrator interviews informed local adaptations, creating spaces that felt authentically theirs while unmistakably Alienware.
the results
The Result: The program expanded to 8+ universities across the U.S. and Canada. At Purdue alone, the lounge averaged 60 daily visits and 1,000 unique users in its first two months. The facility won NIRSA Outstanding Facilities and Creative Excellence Awards in 2025, positioning Alienware as a leader in collegiate esports facilities.
Team Credits
Design: Cassandra Gooderum, Kevin Vieths
Production: Jed Trojak
Account Lead: Tiziana Zanetti
