Background //
Logitech, a leader in gaming technology, aimed to solidify its position at the forefront of the gaming peripherals market with the launch of the G309 Lightspeed Wireless mouse. The objective was to create a compelling product launch campaign that not only highlighted the mouse's advanced features but also established a forward-thinking visual identity for Logitech G.
Challenge //
The primary challenge was to develop a campaign that effectively communicated the technical prowess of the G309 Lightspeed Wireless mouse while resonating with the gaming community. This involved utilizing recently established brand guidelines to craft a narrative that positioned Logitech as an authority in gaming peripherals.
Solution //
- Concept Development
- Collaborated with senior creatives to brainstorm concepts that aligned with Logitech's new brand guidelines and appealed to the target audience.
- Visual Language Establishment:
- Created a comprehensive library of visual references to effectively communicate campaign concepts.
- Worked closely with creative partners, including Buck and South Music, providing detailed notes throughout the production and editing processes to ensure consistency and alignment with the envisioned visual identity.
- Campaign Execution:
- Developed a campaign that married the technical sophistication of Logitech's products with the dynamic and chaotic energy of the gaming culture, a concept referred to as "MinMaxxing."
- This approach transformed a straightforward product launch into a comprehensive campaign that established a new visual identity for the future of Logitech G.