Brand, Product

2021

• Artema is founded by three engineers (industrial, electronics and computer). As gamers themselves, they notice the lack of specialized gaming peripheral options in the market applied to game mechanics, ergonomics and aesthetics.

• Different features are required in a mouse if for playing shooters or playing MMORPGs. Similarly, a gamer with large hands and a palm grip style requires different ergonomics than one with small hands and a claw grip style.

• Named honoring Artemis, the goddess of the hunt in Greek mythology, Artema's symbol features a synthetic depiction of her with her characteristic bow.

  Artema products are carefully 3D-printed in industrial machinery and the 3D concept itself is deeply rooted in the company DNA. The same thin a pixel is to 2D representations a voxel is for 3D. So Artema's symbol also represents a voxel, the classic depiction of a cube in cabinet projection perspective.

• Artema business proposal attacks the hardware market standards where every mouse and keyboard looks just the same so its visuals needs to reflect that punk attitude.

• The art direction use a combination of bold colours and gaming textures revolving around the concept of DIY, collage and customization. The resulting look and feel represents Artema's stance towards a black and grey market.

• Artema's voxel-arrow symbol is used as the main ID image on every platform from social profiles to product, to packaging.

  As the resultant shape slightly resembles an "a" character, it is perfect to capitalize Artema's naming and transcend its logotype function to become something closer to a rune.

• A more organic depiction of Artemis is used as the shield crest for Artema Gaming Club and its uniform. A worldwide non-invitational gaming club present in the most popular online videogames and founded on the principles of respect, inclusion and diversity.

  The use of pixel-art gradients, shapes, and textures, appeals to the company gaming heart giving the brand a distinctive look in terms of market representation.

• The Artema Builder is the main platform for the company sales. An state-of-the-art webtool where consumers can customize their perfect unique gaming mouse.

• Coded by Mario Sánchez (founding partner of Artema) with help from Alex Casajuana, Artema Builder allows the user to navigate real-time a fully 3D model of the Artema Diana gaming mouse and customize everything from its colours, roughness of the surface, sizing, logotypes, paracords, etc...

  A live mirror of the Builder can still be used here, which I personally recommend you!

• With its more than 50k possible combinations, Artema Builder concept had a huge impact on the gaming market as soon some leading hardware companies showed interest on its technology and on Artema's approach in the following years

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