Having tripled its revenue in just 4 years, SteelSeries was ready to undergo a re-brand after its tremendous growth. The goal was to learn from past iterations of the succesful brand and treat it with a major re-design as well a new communications strategy that together would revitalize, align and strengthen the brand in order to keep up with the competition in the explosive gaming industry.

SteelSeries has a rich history of being the authentic gaming brand known for supporting events and teams as well as including top gamers into their product development cycle. We chose to build on this strength and shift the brand’s focus on to gamers and their experiences by defining a communication framework that took the brand away from talking purely about product specifications to also more deliberately relate to gamers’ aspirations and their strong sense of community.

The other key component to the foundation is a striking & simple visual engine which the talented designers at THANKYOU created by inspiration from the crosshair brand mark with a dash of steel.

In collaboration with concept illustrator, Esben Lash, we worked with Pro Gamers and Streamers to create an evocative mashup of real life and gaming avatar coming together in that moment where the final shot is fired or the last spell cast and you find yourself victorious. These visuals where crafted for Point of Sale use and serves as a strong visual reference of what SteelSeries stands for.

 

If you're curious to know how this case story evolves to the end feel free to reach out to me at jacob.bolvig@gmail.com and I'll let you in on how we made it out to physical retail and on to 30 retail boxes in just a year, with a nimble team. 

 

 In the meantime you can also catch some of the tail end of this re-brand tale in THANKYOU's case video below.