The new design introduced a bold, gamer-focused aesthetic with matte black finishes, glossy accents, RGB lighting, and a UI interface. Though functionally identical to the base unit, the visual upgrade added strong emotional appeal and clear differentiation from competitors.
This strategic shift allowed Intelbras to position itself within the gaming segment, a market previously disconnected from the brand. The project demonstrated how thoughtful design can transform a standard product into something aspirational, even within tight technical constraints.
Recognized with the 2024 Bornancini Design Award, the UPS is a clear example of design’s power to drive innovation, elevate perception, and open new market opportunities for established brands.