TECH21
OVERVIEW
This unused creative route for Tech21 explored how a traditionally utilitarian product, the phone case, could be repositioned as an aspirational, lifestyle-focused object. The brief was to elevate protection from functional necessity to an expression of style and identity.
STRATEGY
The approach aimed to shift the narrative of phone cases from defensive tools to objects of desire. By blending durability with cultural cues and aesthetic appeal, the concept sought to make protective accessories emotionally engaging and culturally relevant. Surfboard silhouettes and hard-shell design informed a sleek, cohesive visual language, turning functional products into platforms for self-expression and lifestyle storytelling.
OUTPUT
I led the creative direction, developing the visual language and logotype to align with the tagline “It’s code for protection.” The system extended across packaging, advertising, and social media, ensuring a consistent and aspirational tone throughout, and reinforcing a brand world where strength and style coexist seamlessly.
IMPACT
Although never brought to market, the concept demonstrated how a functional category could be made culturally and emotionally resonant. The work positioned Tech21 as a lifestyle brand, proving that even utilitarian products can inspire desire, connection, and offer a framework for blending utility with self-expression.
