Client: Apeer Square Technologies
Country: Saudi Arabia
Category: Computer peripherals
Chaos Inside and Out
A new computer peripherals company, Apeer², is entering the global market. Its first product is a computer case, the ITX Case, in an SFF (Small Form Factor). Behind the company stand an industrial designer and an architect, which is a unique combination for the market. The PC case market is visually oversaturated but functionally weak: it offers many solutions with aggressive aesthetics (RGB lighting, glass "aquariums") that in practice create problems with dust, noise, and cooling. Many manufacturers prioritize design over system logic. At the same time, the ITX Case itself has an unconventional approach, combining a VESA mount, airflow management, cable management, and a clean, compact design.
Mission: Overcoming Preconceptions
The main task was to identify target markets, analyze competitors, and run parallel consumer research to build a go-to-market strategy for the Apeer² brand and its first product. It was necessary to understand the deep motives of users (Jobs-to-be-done) and overcome potential barriers, as the unconventional approach of the ITX Case and its compact SFF form factor raised concerns among some users regarding overheating and limitations for large graphics cards. The brand needed to find its positioning to clearly communicate its engineering design philosophy and distance itself from the loud cliches of "gamer" marketing.
A Concept That Structures Space
The solution was to conduct in-depth audience research and develop a brand platform based on the "Architectural Thinking" methodology. Instead of creating just another "box for parts," Apeer² positions its products as objects structured around real human needs, space, and usage. This is based on the Bauhaus design school philosophy of "Less is More," which combines functionality, minimalism, and the honesty of materials.
The Research Path
Jobs-to-be-done Research: Conducted 50 interviews with representatives of three segments: technical enthusiasts, PC builders, and gamers.
Needs and barriers analysis: Identified the audience's "pain points" (poor ergonomics, thin metal, lack of high-quality dust filters, cable management issues) and their expectations (silence, modularity, high-quality materials).
Finding new ideas: Identified unmet market needs, such as including a roll of Velcro tape for cables instead of standard ties, sturdy packaging for frequent relocations, and high-quality dust filters.
Segmentation: Defined the core target audience as "Enthusiasts" (gamers, designers, developers) who value style but do not want to clutter their desks.
Brand platform development: Created the positioning, core message ("Designed like architecture"), and Tone of Voice (calm, confident, precise, human, and structured).
Brand architecture strategy: Formed the vision of Apeer² as a strong umbrella brand for computer peripherals and the company's future products: PC cases of different formats, audio systems, and other accessories.
An Ecosystem Ready to Launch
The research validated the viability of the first product and identified the key focus segment (technical enthusiasts), who perceive the Apeer² brand and the ITX Case as a serious solution for a mature audience and appreciate its strict, engineering-driven design without aggressive RGB aesthetics.
The brand received a clear positioning: "Apeer² is built on architectural thinking - shaping how technology fits into life".
Formulated a human and expressive slogan for the first product (the SFF ITX Case): "A home for hardware".
Created communication guidelines that prohibit the use of typical loud slogans (e.g., "ultimate", "best ever") in favor of calm and evidence-based communication.
Laid the foundation for developing a complete ecosystem of company products on the global market, where architectural thinking is manifested in spatial optimization (ITX Case), structured performance of future solutions, acoustic balance (audio), and ergonomic functionality (peripherals).
