Growing an audience without alienating the core
Logitech G had success growing their brand by focusing on the technological superiority of their products. Their mice, keyboards and headsets helped serious PC gamers move faster with greater precision and more confidence. But they struggled to grow among the 90% of gamers who don’t consider themselves to be serious competitors.
The term “gamer”—a label of pride among the devout core audience—simultaneously came with a negative connotation and an unflattering stereotype that recreational and mainstream players didn’t want to be associated with. This cultural tension made them feel excluded from the community, and the brand.
We helped the brand take a stand for ALL gamers by advancing the one thing they all shared: THE UNIVERSAL POWER OF PLAY. By reframing gaming as “play,” we welcomed millions more into the community, growing the Logitech brand.
“New Honor Society helped the G brand expand its audience by establishing a clear POV and human voice that maintains brand authenticity and integrity at every touchpoint”
Peter Kingsley | CMO, Logitech