A Los Angeles-based display maker is doing what many technology companies must eventually reckon with: deciding who, precisely, it is for. UPERFECT has overhauled its visual identity and reorganized its product line around the distinct realities of how people work, create, and play — a move that trades the comfort of broad appeal for the discipline of specificity. Ahead of IFA 2026 in Berlin, the company is wagering that in a crowded market, knowing your customer more precisely than your competitors is itself a form of advantage.