Cooler Master is a Taiwan-founded global technology company specialising in PC hardware, thermal solutions and computing infrastructure. It operates across major markets in Asia, Europe and North America, supported by its own R&D and manufacturing operations in China and Vietnam, with a global workforce in the thousands.
The challenge was bigger than producing individual campaigns. Cooler Master already had a long history, a large portfolio and strong recognition within the PC hardware space, but the visual expression had developed in different directions across products, regions and channels. My focus was to help establish a clearer creative territory that could connect brand strategy, product storytelling and day-to-day production without losing the flexibility required by a fast-moving global organisation.
The work shown here represents selected outputs from this period, spanning brand systems, product launches, digital design, campaign assets, motion, CGI and experiential work.
More than individual executions, they are pieces of a broader attempt to create a creative language that could make Cooler Master feel more coherent, recognisable and confident across every touchpoint.
I joined Cooler Master as Creative Director, Global Brand, with the task of helping bring greater consistency, distinction and creative structure to a brand operating across multiple product categories, markets and regional teams.
A key part of this work was translating the new Thermal Authority positioning into a system of recognisable visual codes. This evolved into a creative foundation built around ideas such as Layers of Transparency, controlled lighting, distinctive composition, materiality and a more consistent approach to colour, typography, CGI and product presentation.
The objective was not simply to create a new visual style, but to develop a framework that could scale across launches, e-commerce, social, retail, events and digital experiences.
Alongside the creative direction, I led and supported a distributed team of around ten creatives across Europe, North America and Asia, covering graphic design, video, 3D, UX/UI and content production.
I also introduced a Figma-based design system and a more structured production framework, centralising templates, assets and feedback while integrating AI-assisted tools into parts of the creative workflow. The goal was to make the team faster and more autonomous while keeping quality and brand consistency under tighter control.
