About the ProjectI led the integration of the edgy, cult-favorite Killer Wi-Fi brand into Intel’s corporate ecosystem without losing its soul. By evolving rather than erasing, we proved that bold brands can thrive within big systems—and sometimes make them stronger.
When Intel acquired the Killer Wi-Fi brand, I faced a complex task: integrating a bold, gamer-focused identity into one of the world’s most conservative corporate brand systems. The challenge was to preserve Killer’s cult following and distinctive tone without clashing with Intel’s established voice and structure.
I led a full brand audit, diving deep into Killer’s history, community, and values. By collaborating closely with the founders and analyzing audience sentiment, he uncovered what truly drove loyalty: a performance-obsessed user base that loved the brand’s edge and authenticity.
Rather than softening Killer’s voice, I advocated for a strategic evolution: refining tone and visuals just enough to align with Intel’s brand principles while preserving its unique personality. The result was a balanced integration: Killer Wi-Fi remained bold and recognizable but gained the credibility and reach of Intel’s global platform.
The refreshed Killer brand thrived within Intel’s portfolio, maintaining its identity while expanding its audience. The project became a model for successful brand integration. With the right strategy, distinct brands can coexist and even strengthen a parent company’s ecosystem.
