The primary feature is a signature visual element that is a unifying focal point across the line of peripherals. The “ring” uses negative space to serve as a strong, unexpected visual on such a thin product.
Our goal with the Ultralife program was to broaden the Targus consumer base. All signs in emerging tech trends guided us to develop an ultra-slim, ultra-portable line of computer peripherals for women on the go. She owns products that place an emphasis on quality and style, as well as function and portability. She also appreciates a product that makes a sophisticated statement. This calls for a transformation.
Targus is reinventing itself. The company has placed significant emphasis on launching innovative and high quality products that are lifestyle focused. As you have seen with our Mac and PC design programs, this presented a great opportunity to create a visual language that is unique, consistent, and ownable for the Targus brand.
Another key element is the thin profile of all the products in the line. This was made possible by advancements in the smaller scale of internal components, as well as the quality of materials used. All products are constructed out of satin finished bronze aluminum.
The ring lends itself for the user to define usability: hang it, clip it, tether it, enjoy it.
The result is a suite of products that are perfect for on-the-go use, are highly functional and very attractive.
The quality of the hardware and features enhance productivity away from home. All products considered are built for power users who need reliable performance and extended connectivity.
Along with the design of the peripherals, the team created the packaging for point of purchase at retail. To help reinforce a strong first impression, the products are presented at an angle within a clear box and use a ring to create the effect of floating at shelf.