Tech21
Reimagining phone protection as a lifestyle statement.
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.
Concept & Execution
The strategy aimed to shift the narrative of phone cases from defensive tools to objects of aspiration. 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. Every touchpoint, from packaging to advertising to digital content, reinforced a brand world where strength and style could coexist.
The concept explored how functional products can also be expressive, turning protection into a platform for self-expression and lifestyle storytelling. It asked consumers to look beyond utility, positioning Tech21 as a brand that balances science, design, and desirability.
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.
Conclusion
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, showing that even the most utilitarian products can inspire desire and connection, and providing a framework for blending utility with self-expression.
