In such a fragmented and saturated market as computers, distinction of product usages and lifestyle aspiration is everything. Syndicut have been working with Fujitsu Siemens to develop consumer propositions that communicate the core usage of the products, looking at why people buy and what computer functions are vital. Syndicut have developed advertisements, brochures, videos, POS and digital presentations to communicate the core functions of photos, video, games, home office and music.