Designing a house of brands.
CORSAIR | Brand Boost
Over time, CORSAIR has grown into a portfolio of specialised brands – including Elgato, Origin, and Fanatec – each targeting different users and markets. Our question then becomes one of brand architecture: how do these brands coexist without competing?
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CORSAIR is a leader in gaming hardware.
Its products revolve around performance, quality, innovation, and a healthy dose of fun. Our role was to sharpen and articulate this core, ensuring their identity is reinforced (and unmistakable) as their portfolio extended.
But, as the company expanded, so did the ecosystem.
Elgato joined the CORSAIR family in 2018, Origin followed in 2019, and Fanatec arrived in 2024. Suddenly, design strategy involved streaming tools, boutique PCs, and high-end racing simulators. Each brand served a completely different audience. Treating them all like CORSAIR would have blurred the lines between them.
This is where brand architecture becomes a power move.
CORSAIR operates what’s often called a house-of-brands model. Instead of absorbing acquisitions into a single master brand, each company maintains its own identity, positioning, and relationship with its users. And each is positioned and designed to corner a different market.
The logic is simple.
Our partnership across the portfolio helped each brand sharpen its role while still fitting into the wider ecosystem. Gamers, content creators, luxury PC enthusiasts, and sim racers all occupy different cultural spaces. They care about different signals. For example, what feels exciting and expressive to a gamer might feel distracting to a creator or unrealistic to a sim-racer!
The competitive core.
At the centre of the portfolio sits CORSAIR itself. The brand is rooted in competitive gaming: high performance, visible tech, and high energy. Products like the MAKR 75 keyboard and the new GALLEON 100 keyboard (which integrates Elgato’s Stream Deck directly into the keyboard) capture that spirit of performance, experimentation, and playful innovation.
The racing fanatic.
Fanatec introduced an entirely different audience to the portfolio: sim racers. For these users, the hardware needs to feel like it belongs on a REAL racing grid. Mechanical exposure, structural clarity, and motorsport-derived cues are valued. We developed the GT COCKPIT SIM rig to establish a strong presence for CORSAIR in the rapidly growing world of simulation racing; connecting the company with a community that cares deeply about realism and engineering.
We brought our real-life obsession with track-racing to the Fanatec project. See our credentials.
The luxury custom-builds.
Origin PC targets enthusiasts who want high-performance systems built with obsessive attention to detail. Endless customisation and lifelong support are central to the experience. Designing for Origin meant leaning into craftsmanship. The new GENESIS Prime case reflects this philosophy. Powerful architecture paired with custom UV printing across multiple panels allows owners to transform their machines into something uniquely personal.
The creator’s studio.
Elgato sits in a completely different emotional territory than the CORSAIR brand. Its products are tools for creators: microphones, capture devices, and streaming equipment used to produce content rather than compete in games. Microphones like the Wave DX and Wave:3 prioritise durability, precision, and a professional feel. More recently, the Neo range expanded the brand toward everyday creators, opening the door to new users while maintaining that same smart clarity.
Curious how Elgato opens its ecosystem to newcomers? This project tackles that question directly.
Coordinating the ecosystem.
What makes the CORSAIR portfolio work is not that the brands look similar. Quite the opposite. Each one is deliberately different. Different audiences. Different emotional spaces. Different design languages. The strategy is what holds everything together. By defining the role of each brand clearly, the portfolio avoids internal competition while still benefiting from shared expertise, technology, and resources.
The project became a great example of a principle we believe in strongly: business first, brand second, design third. When the strategy is right, the design decisions become much easier.
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