Brand Redesign
Nyko Technologies® develops, manufactures and markets innovative peripherals to enhance the digital lifestyle. It specializes in interactive entertainment, computing, consumer electronics and portable audio, as well as online and wireless technologies. Based in Los Angeles, Calif., the company has distribution through major United States and Canadian retailers, along with distributors worldwide.
Client's goal: Nyko needed a complete rebranding of its gaming accessories division - including logo, corporate identity materials, packaging, advertising, trade show graphics, sell sheets, pocket folder and product brochures.
Awareness: Developing a new brand image designed to resonate with Nyko's gaming enthusiast target market, Technetium Creative geared gaming controller print ads to the gaming genre for which it was intended. For example, the ad for a controller designed for use with online role-playing games featured fantasy/adventure-type imagery. Packaging graphics emphasized product technology and information about product features that positioned it as a high-quality upgrade instead of a basic replacement accessory.
On the b-to-b side, elements of print ad and packaging graphics were carried over to collateral and trade show signage for brand image continuity, as well as to situate Nyko's gaming accessories as category market leaders.
Affinity: The consistency of graphic design and message created a branded point of contact for the accessories line that the target demographic could identify with and support. This integrated branding strategy positioned Nyko as a primary brand among serious gamers, building affinity for other aftermarket gaming peripherals within the brand.
Action: Building off of the strength of our strategy's awareness and affinity elements, Technetium Creative delivered a compelling call-to-action throughout all marketing channels.
Analytics: The heightened visibility of - and consumer enthusiasm for - Nyko's gaming accessories line resulted in increased product distribution to most major retailers throughout the United States and Canada.
