Role
Industrial Designer
CMF Strategist
Agency
U10 Design Inc.
Client
Logitech G
Category
CMF Design | Industrial Design | User Research
Duration / Year
9 months / 2022
Logitech G  x League of Legends - Star Guardian Gaming peripheral series
Logitech G × LOL Star Guardian is the first-ever gaming peripheral collection series targeting female gamers and Gen Z consumers in China, marking a strategic expansion beyond Logitech G's traditional hardcore audience. The collaboration was featured in ELLE China, demonstrating a successful crossover from gaming hardware into mainstream lifestyle media.

My Role: Led research-driven CMF strategy and co-developed the Key Visual direction, translating the “Star Guardian” IP into an actionable CMF design language grounded in consumer insight.
Confidential or proprietary details have been omitted in this portfolio

Project Framework

Understanding the Market

Gen Z is now the largest consumer group in gaming market, contributing

nearly   50% (47.7 % )

Source: Newzoo, 2022
Gen Z is redefining the market.
Known for valuing self-expression, they engage with products that reflect their lifestyle and identity, signaling a shift in expectations for gaming hardware towards utility.

IP collaboration gaming gadgets drive YoY 65.7% user growth, with revenue surging

91.8%

Source: JD.com Consumer Research Institute, 2021
Gaming-related purchases are increasingly influenced by emotional resonance and collectibility, expanding the definition of gaming hardware beyond pure performance and bridging gaming with lifestyle.

Female gamers are surging within
China’s gaming population, now at

45%

Source: China Audio-Video and Digital Publishing Association (CAPDA), 2022
As the audience diversifies, most gaming hardware remains dominated by aggressive, tech-heavy design, revealing a clear mismatch between evolving audience expectations and current product expression.

Portfolio Strategy

By mapping our lineup against evolving expectations, we found the product language remains a heavy focus on hardcore performance and tech-heavy visuals.

We identified our next opportunity: to define a new product language that bridges performance with self-expression. This is where users refuse to compromise: they demand high-grade specifications but require a product identity that mirrors their lifestyle. — signaling a more inclusive, lifestyle-driven future for Logitech G.

Consumer Learning

In collaboration with Logitech G's internal team, we conducted home visits and in-depth interviews with gamers across China to understand the current market landscape. Starting with a broad view of the gaming market, we mapped user groups based on engagement levels, game preferences, and cultural affinities.

Young female gamers

Through observing their gaming setups, we found a clear shift away from dark, tech-heavy environments; instead this emerging audience redefines gaming experience and shape new expectations around gaming aesthetics and lifestyle.
What's in my room? 01
“I love soft tones, cute decor — something that actually feels like me instead of ‘hacker’ style ”
– Participant 01&05
“Gaming is how I stay close to my friends, and my room is where all of that happens. ”
– Participant 03

#Soft

#Playful

#Neutral

#Comfy

What's in my room? 02
“Gaming is just part of my life — so why shouldn't it blend into my personal space? “
– Participant 02&04
“I want somewhere that feels like home, somewhere I can invite friends over, spend a lazy weekend chatting and playing LOL.”
– Participant 06

Key Findings

We believe...
Gaming hardware is no longer defined by performance alone, but by its ability to function as a medium of identity, expression, and emotional connection.

Experience Principle

01
Expressive over aggressive

Design must imply softer visual language, approachable forms, and less aggressive “performance signaling.”

02
Gaming is lifestyle integrated

Design should feel at home in a bedroom, not just a battlestation. forms should also adapt to different spatial narratives.

03
High narrative resonancev

Products should carry meaning beyond function. Design should translate IP narratives into subtle, tangible elements — not surface decoration.

CMF Design Guideline

These principles were then translated into a CMF guideline — a shared decision-making framework built on consumer insight, Logitech G's brand system, and Star Guardian's IP guidelines — designed to align across internal teams and external stakeholders from early exploration through to manufacturing.
Designer
Guides early exploration by setting clear aesthetic boundaries
Engineer
Early-stage evaluation of manufacturing limits to reduces prototype iteration cycles
Project Manager
Align product vision and expectation and enable faster, clearer concept decisions
Logitech G / Riot
Ensure CMF stays within brand system and IP narrative
Ideation Scheme A

Aura

#Soft
#Pastel
#Delightful
Identity expression
Lifestyle Intergration
Cost
Ideation Scheme B

Supernova

#Hyper
#Vibrant
#Iconic
Identity expression
Lifestyle Intergration
Cost

User Testing & Retail Viability

In this project, channel partners hold significant influence over retail decisions and final design lock-in. While the design received strong positive feedback on its IP identity and visual appeal, this evaluation phase surfaced a key tension between bold expression and broader market viability.

Logitech G x League of Legends
Star Guardian Gaming Exclusive Collection

G502 Hero
G502 Hero
G502 Hero

Project Review

Cross-functional alignment was the main challenge during this project, which is my first time leading an end-to-end design project.

In the early stages, we worked in an agile manner — continuously presenting concept proposals to engineers, channel partners, and Riot (IP owner) for evaluation. But without a shared framework or aligned priorities in place beforehand, this approach led to misalignment across stakeholders, and design direction kept shifting as a result.

To address this, I developed the CMF guideline as a cross-disciplinary alignment tool that kept every direction grounded in consumer insight, aligned with Logitech G's brand system, and faithful to the Star Guardian IP.

This framework was later adopted across future projects, improving cross-team alignment and collaboration efficiency. Beyond its GTM success, this project helped secure two follow-up collaborations between our agency and Logitech G: Logitech G × LOL Immortal Journey (launched 2024) and Logitech G × Genshin Impact (launched 2025).