Elgato
Neo Product Line Launch

Elgato built its reputation with experienced streaming and content-creation professionals. Their new product line Neo needed to open that world to a broader, less technical audience — without diluting the trust and credibility of the existing Elgato brand. The core problem was positioning: how close to the parent brand, how far from it.

SMAL started by mapping the new target audience against Elgato's existing core users, then translated that gap into a visual language: the familiar Elgato blue, lightened and muted; sharper corners rounded off; layouts opened up; information cut to essentials. That language was built as a reusable component system rather than one-off pages, so it could carry consistently across all six Neo pages and extend to future products in the line without starting from scratch. SMAL also produced the visual assets behind it in-house — CGI renderings and animations, photography, and video, including a full product trailer — so the same approachable tone carried through the pages, not just the layout.

The result is a six-page product line launch that reads as distinctly Neo while staying visibly part of the Elgato family, carried by a full set of 3D renderings, animations, photography, and video assets produced by SMAL and a component system Elgato can reuse for future launches.