The Targus for Mac program marked the first of an across-the-board effort to revamp their product line to elevate brand perception and establish true, meaningful differentiation. We helped Targus develop the line of products from the ground up that is built to work exclusively with Apple. Design plays a key role in finding opportunities to emotionally connect with Apple users who have a strong appreciation for design. It was important to get into the hearts and minds of these discriminating consumers.
The final solution references the Apple language while remaining uniquely Targus. Simplicity in form, intuitiveness of function, and a restrained color palette was carefully selected to compliment Apple products without being a 'me too' product. This line has been well received around the world by consumers and major retailers.
Every product in the Mac features something unique to the category. In this case, the chill mat incorporates a mesh panel that communicates breathability and is an innovative approach that sets it apart from all other offerings on the market.
For the USB hub, we integrated a ribbon style cable that goes everywhere the hub goes and visually completes the design language when closed. It's simple, it works, and it provided the team a blueprint for product offerings in the future.