Company
- HYTE
Role
- Design Director
Website
The mission
HYTE is a PC hardware brand focused on components and accessories for the DIY community. As Design Director, I was brought on to build the brand from the ground up—from logo and identity design to the website, marketing assets, packaging, and event experiences.
With so many brands in the PC space, it was important for us to stand out. I wanted the brand to feel elevated and premium, so I focused on a clean, minimalist logo design that contrasted with the darker, busier aesthetics common in the industry.
In just four years, HYTE has grown from an unknown startup into a recognized competitor alongside long-established industry brands.
Building the online experience
For the website design, I wanted the aesthetics to align closely with the brand—clean, modern, and minimal—while also integrating seamlessly with the custom CMS we built from the ground up. I also led the development of our design system, Elastic UI, which established a scalable visual framework and component library that our engineering team used to build the website efficiently and consistently.
From a UX perspective, the goal was to create an experience that was both intuitive and educational. Since our products involve technical details, I designed ‘Learn More’ pages that present product information in a visually engaging and interactive way, helping users better understand each feature and specification.
It was also essential that our product launches included a high-impact promotional trailer for our flagship products. I collaborated closely with our agency to concept, direct, and produce these trailers, ensuring they captured the brand’s premium positioning and brought each product story to life.
As a new brand, another key initiative was to build a strong social presence and grow our community. To help drive awareness, I partnered with our agency to develop creative concepts for viral content—including April Fools campaigns that resonated beyond our core audience. These videos quickly gained traction online, expanding our reach and attracting new followers well outside the traditional PC enthusiast space.
SEO
Lastly, a major focus was building our SEO presence. As a new brand, reaching the first page of Google required a strategic long-term approach, so we partnered with an SEO agency to execute a targeted content and optimization plan. Within less than 2 years, we achieved top rankings for key terms like “custom PC case,” outperforming long-established competitors and driving sustained organic growth.
