The challenge was to present the Fury DDR4 modules in a way that embodied the strength and energy of the new brand, while communicating the performance-oriented nature of the product.
To achieve this, we explored lighting as the central design element. The modules were photographed under deep red light, symbolizing power, speed, and raw energy — keywords at the core of Fury’s branding. Beyond showcasing technical innovation, the shoot became an exercise in reinforcing Kingston’s new gaming identity. The result was a set of visuals that not only supported the launch but also helped consolidate the Fury brand as distinct and forward-looking.
The project was an important step in translating Kingston’s rebrand into a clear visual language, giving shape and energy to the newly established Fury identity.
Through a focused concept and strong visual execution, the shoot helped strengthen the perception of Fury as a brand built on performance, power, and a fresh identity in the gaming market.
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(2016-25©)
