A Case Study on Design Coherence and the Conceptual Design of Gaming Speakers

This master’s thesis investigates how to achieve visual and semantic coherence across a gaming hardware brand’s product lineup, with Fractal Design as the collaborator. The project aims to develop a design guide that unifies the brand’s design language and applies it to the conceptual development of gaming speakers. Through the Double Diamond Design Framework, the study identifies user needs, defines design challenges, and proposes solutions aligned with Fractal’s values of performance, Scandinavian DNA, and immersive experiences. Emphasis is placed on semantics, user-centered design, and psychological principles to ensure meaningful and consistent product experiences. The outcome includes a set of brand-specific design guidelines and a speaker concept that visually and conceptually integrates into the company’s existing product ecosystem, addressing the current lack of design coherence.