8BitCADE is an educational STEM hardware startup creating DIY retro hand-held consoles. I worked across brand identity, mobile web design, and physical packaging, supporting product launches for the XL and Level Up lines while re-positioning the brand in a luxury market.
Role Timeline
Designer 2020-2022
Scope
Ad Design · Web Design · Motion Graphics · Photography · Packaging · CAD
· Manufacturing Liasing
Challenge
As the company developed new product lines, it needed a consistent visual identity that could work across both digital and physical touch-points, while clearly communicating the value of each product in an approachable and engaging way. Informed by customer feedback around the price point of the consoles, 8BitCADE began repositioning itself within a more premium, luxury DIY console market, moving away from its earlier playful and colourful aesthetic. This created a challenge in balancing the accessible, creative nature of a DIY product aimed at children with the significant cost of manufacturing and selling the consoles.
Solution
I explored the existing brand, product positioning and target audience to understand how the visual identity could more effectively communicate the value and character of the products. I considered how customers would encounter the brand across different touch-points, including Kickstarter campaigns, retail packaging, website and promotional content, using these experiences to develop a more consistently premium brand presence. The resulting visual direction aimed to elevate the perception of the brand and better reflect the value of the products, while retaining the playful, creative and approachable qualities that are central to the DIY experience.
Packaging Design & Manufacturer Instructions
Digital Design & Iteration
I supported the evolution of 8BitCADE through professional product photography for the Level Up, playful motion graphics and promotional content across Instagram, Facebook, and Kickstarter primarily targeting parents and after-school maker spaces.
Mobile Web Design
The brand still needed to appeal to young makers and the wider DIY community, so I retained its existing colour palette and playful character while introducing a more modern layout. Playful animations and graphic elements reinforced the sense of creativity and fun that appealed to younger users, while the website was structured to remain clear and intuitive, providing all the tools and information needed to build the console.
Outcomes
£24,445 Raised 306 Backers
Across 2 Kickstarter campaigns Combined across both campaigns
My proudest achievement at 8BitCADE was contributing to two successful Kickstarter campaigns and supporting the launch of the XL and Level Up products. Through my website re-design, I helped reposition the products towards a more premium and refined market, strengthening their perceived value while maintaining the playful and accessible nature of the brand. This elevated presentation supported higher profit margins for a product with significant manufacturing costs, while continuing to meet customer expectations and maintain satisfaction.