A forge-ahead, sharpen-the-saw brief that took the idea of "tell them it's wireless" into a visual and storytelling narrative. It helped congeal the still imagery and the motion design into a single language, all while moving at the speed of light (pun intended).

2. RAVEMORE
CREATIVE
BRIEF
July 2017

3. RAVEMORE CREATIVE BRIEF June 2017
3
CONTENTS
1. Brand Equity
2. Product Anatomy
3. Audience Profile
4. Consumer Insights
5. Strategic Framing
6. Thought Starters
7. Campaign Architecture

4. BRAND
EQUITY

5. RAVEMORE CREATIVE BRIEF June 2017
5
CARMEN SIZZLE
PLAY

6. RAVEMORE CREATIVE BRIEF June 2017
6
FIREBIRD SIZZLE
PLAY

7. RAVEMORE CREATIVE BRIEF June 2017
7
FROST SIZZLE
PLAY

8. RAVEMORE CREATIVE BRIEF June 2017
8
CRUSH TEASER
PLAY

9. RAVEMORE CREATIVE BRIEF June 2017
9
HAWK SIZZLE
PLAY

10. RAVEMORE CREATIVE BRIEF June 2017
10
LOGITECH G BRAND ATTRIBUTES
LOGITECH CONFIDENTIAL: NOT FOR DISTRIBUTION
Strategy
PASSIONATE
PUSH BEYOND BOUNDARIES
TO STRIVE FOR GREATNESS
LOGITECH CONFIDENTIAL: NOT FOR DISTRIBUTION
PIONEERING
CONSTANTLY EXPLORING
NEW POSSIBILITIES
OF PLAY
LOGITECH CONFIDENTIAL: NOT FOR DISTRIBUTION
CAPTIVATING
BOLD, VISUALLY STUNNING
AND FASCINATING
LOGITECH CONFIDENTIAL: NOT FOR DISTRIBUTION
AUTHENTIC
A GENUINE PASSION FOR GAMING AND
RESPECT FOR GAMERS
LOGITECH CONFIDENTIAL: NOT FOR DISTRIBUTION
PLAYFUL
THE FUN AND INCLUSIVE VOICE
OF GAMING

11. PRODUCT
ANATOMY

12. RAVEMORE CREATIVE BRIEF June 2017
12
G613 RAVEN
• World’s First Wireless Mechanical
Gaming Keyboard
• LIGHTSPEED Wireless
• Advanced Gaming Features
• Multi-host Connectivity

13. RAVEMORE CREATIVE BRIEF June 2017
13
G603 CLAYMORE
• HERO Perficiency Sensor
• LIGHTSPEED Wireless
• Advanced Gaming Features
• Multi-host Connectivity

14. RAVEMORE CREATIVE BRIEF June 2017
14
RAVEMORE
• Next-gen Wireless Gaming Desktop
• 18 Month Battery Life

15. AUDIENCE
PROFILE

16. RAVEMORE CREATIVE BRIEF June 2017
16
PRIMES WIRELESS IS THE FUTURE
Productivity
54INDX (35%)
+
In this day and age it is
important to juggle various
tasks at the same time
(Definitely Agree)
Use mobile phone for
face-time/video calls
32+44 INDX
%
2XLikely to own wireless
headphones than other
segments (42% ownership)+77
INDX
Bring work home and
work on Laptop or
Desktop
41+20INDX
%
PRIMES
“I beleive that wireless should
be a priority feature in gaming
peripherals.”
- PRIMES
Primary Audience
Learn more about Primes >

17. RAVEMORE CREATIVE BRIEF June 2017
17
CORES WIRELESS HISTORICALLY BAD
Gaming
86% -
Twice that of
other segments
say...
Gaming in their Primary
Passion or Hobby.
CORES
209 Indx (37%)
Say Gaming is the area of their
lives they shine the most
+
“I beleive that performance is
the most important thing in
gaming peripherals.”
- CORES
Secondary Audience
Learn more about Cores >

18. CONSUMER
INSIGHTS

19. RAVEMORE CREATIVE BRIEF June 2017
19
COMFORT IS KEY
• Fit to their idea of a mouse that
is easy to handle and use for
extended duration
• Shape and button placement are
important to suit their “grip style”
• Weight and material choices
should help provide best control
and alleviate fatigue

20. RAVEMORE CREATIVE BRIEF June 2017
20
PERFORMANCE MATTERS
• Wireless is perceived to be slower
and laggy compared to wired
counterparts
• Consumers assumed performance
can be affected by environmental
factors like interference and
battery life

21. RAVEMORE CREATIVE BRIEF June 2017
21
RELIABILITY REFRAME
• Wireless is not reliable like
wired. Drop in connection due to
interference, connection, battery
life
• Battery can die at any minute

22. RAVEMORE CREATIVE BRIEF June 2017
22
RESEARCH QUOTES
“Don’t want to deal with putting it on the dock.”
“It all starts in your head. Having that believe, this is nothing I want
to worry about. I want to make sure that everything is on point. It is
the risk factor. I don’t want to have to worry about (wireless mouse
reliability).“
“Bad thing about wireless is that you have to constantly keep in mind
the charging thing, and keep track of batteries or putting it back on the
charger.”

23. STRATEGIC
FRAMING

24. RAVEMORE CREATIVE BRIEF June 2017
24
IT’S WHAT’S INSIDE THAT LETS YOU
PLAY ADVANCED
While this may look like the gaming gear you’re used to, it is not.
On the inside, Raven and Claymore bring more innovation than ever. HERO sensor achieves maxed out
performance with 10x the efficiency. LIGHTSPEED wireless is faster than wired. And, of course, all the
advanced performance gamers expect is in there, too.
Welcome to the all-wireless gaming desktop. Finally.

25. RAVEMORE CREATIVE BRIEF June 2017
25
EXPLODED MAGIC
REASSEMBLED
EXPLODED
RAVEMORE
HERO + LIGHTSPEED

26. RAVEMORE CREATIVE BRIEF June 2017
26
REASSEMBLE, REINFORCE COMFORT
CONTOUR
SUPPORT

27. THOUGHT
STARTERS

28. EXPLODED
INSPIRATION

29. PLAY
PERSONALITY

30. PLAY
IMAGINATION

31. PLAY
PRECISION

32. TECHNO
MORPHIC

33. PLAY

34. PLAY

35. PLAY

36. CAMPAIGN
ARCHITECTURE

37. RAVEMORE CREATIVE BRIEF June 2017
37
TWO LEVELS
VIDEO
SOCIAL
ADVERTS
STYLIZED KV
PDP
A+
TOOLKIT
PRODUCT KV
TECHNOMORPHIC STORY EXPLODED TECHNOLOGY
CONCEPTUAL MEDIA MARCOMM MEDIA

38. THANK
YOU