Description:

The world of computing has changed. Where it was once the domain of geeky white dudes, the future of deep learning science is now being created by a new generation of young, diverse and energetic designers and engineers – and the gear they use should reflect that shift.

Lambda’s computers power the world’s top AI research labs, and when they partnered with RAZER to build the world’s first Deep Learning Laptop – a key moment in the brand’s growth – we were entrusted with developing the consumer packaging and digital product assets.

In uniting the physical and digital design assets, we chose to ignore the Apple-led, white box, crisp computer render tropes and instead introduce colour as an agent to disrupt a sometimes normalised visual aesthetic common in the category. Enter the big, bold and unapologetic “Lambda Ultra-Violet”.

Purple had previously been used as a signature colour, but we felt there was an opportunity to turn this up to 10 to create a defining hue for the brand. By adjusting the master brand purple to work within the violet space, the colour would ‘react’ with digital cameras, producing an intense almost luminescent on-screen effect. Across both packaging and brand assets, the signature hue is supported by rich purple tones and neutrals of black and silver.

“Lamda Ultra-Violet” is a deliberately disruptive and challenging colour for a disruptive challenger brand – search ‘Lambda x RAZER Laptop’ and the results are now a page full of this ultraviolet; a consistent purple glow that’s an ownable standout colour treatment in its category.