Our future field of play.
Alienware
Role
Strategist
Audience
Student Gamers
Year
2024
The Challenge
Infuse Alienware’s iconic brand with distinct campus cultures at Purdue, MSU, CU Boulder, and FIU.
The Idea
Alienware’s Esports LookBook: a framework for spinning up collegiate esports environments from scratch, featuring essential references for designers, college administrators, and students.
My role
Experiential Strategist: Collaborated with design and client teams to synthesize design standards and consultancy approaches for scaling the Alienware program as it was gaining momentum.
Team Credits
Design: Cassandra Gooderum, Kevin Vieths
Production: Jed Trojak
Account Lead: Tiziana Zanetti
Our Approach
Students, administration, and Alienware were co-creators, with designers acting as consultants. Each campus environment reflects its unique culture while adhering to Alienware standards. The LookBook conversations solidified materials, lighting, and technical specifications to streamline decision-making.
Strategic Insight
Esports has emerged as a critical recruitment tool, with 200+ collegiate programs launching since 2019. Standardization helped designers while protecting Alienware’s brand integrity across multiple simultaneous installations.
The Results
The esports program contributed to a sixfold year-over-year increase in Alienware’s standard run rate sales and continues expanding to additional universities in 2025.
