Unconquered

The Challenge

Growing Confusion & A Growing Organization

Since its founding in 2004, the PC gaming company NZXT, had grown into powerful category challenger, with a mission to make high-design, high-performance computers and components accessible to entry-level consumers and experienced gamers alike. Amidst rapid expansion, NXZT’s founding narrative and guiding purpose were getting lost, effecting employer brand and culture. As a result of internal brand dilution, NZXT struggled to differentiate its brand externally.

To reground the company in its core purpose, they needed to refresh their brand narrative for employees and partners, in a way they could fully experience and internalize.

"Our solution was to transform employees into stewards of gaming," said Jonathan Hanson, CCO.

Re-freshed Brand Narrative & Micro-Site

After doing a deep dive with brand leadership, employees and customers, we crafted a re-freshed brand narrative to share the brand’s “why” as a rally cry for employees, while setting the employer brand and culture.

A micro-site was created to give an interactive experience so viewers can retain a clear picture of the brand’s values, story and mission - showing how these manifest. To support the micro-site, we created a brand book that shared content with the site, but went deeper, illustrating how the re-freshed brand narrative informs how they communicate across channels, tone of voice, logo use, font and other tactile decision making. We used a platform to host the brand book that could be easily added to as the brand evolves. In the end, employees walk away with a deeper understanding of the brand and how to be stewards of gaming.