One interesting part of building a sub-brand is deciding how far it should move from the parent brand.

Too close, and it feels like a variation.

Too far, and it stops feeling connected.

For Cypress, we went further than you might expect: a completely new mark as part of a product refresh.

The goal was something warmer, more approachable, and more consumer-friendly, but still clearly part of the Targus world.

So the mark could be new, while the broader visual language still felt connected.

The identity needed to be simple enough to live across products, packaging, digital, and retail, and distinct enough to stand on its own.

I also created the imagery, motion, edit, and music that brought the piece together.