With a brand as big as Crucial and very different customer segments, it's important that the brand have flexibility showcase products in a way that's engaging to very different persona types.

We identified 3 major segment types: Business / IT Buyer, General Consumer, and Gamers.

After identifying the right tone of voice and product match for each, content and graphics could be developed to provide a customized approach for each segment, while all feeling like part of the same brand.