Peripherals are Central
Boxed into the “mouse” category, Logitech was stuck trying to figure out how to communicate a much broader product line and how to sharpen its differentiation vis-à-vis competitor Microsoft. We developed a positioning that focused on innovative design as the tangible differentiator, and then created an evocative “brand story” that focused on how the senses—particularly touch—were pivotal to shaping and enhancing the computing and gaming experience.
- Brand value proposition and positioning
- Corporate story and brand “voice”
- Message architecture
- Brand and promotional guidelines
- Product names
- Package copy