EVGA - Designing Emotion-Driven Tech Experiences

Overview

In 2018, CRISPx partnered with EVGA, a leading NVIDIA-authorized partner in gaming hardware, to reimagine their product design, packaging, and marketing strategies. Over the course of the year, CRISPx delivered 30+ projects—ranging from GPU packaging to brand identity—while exceeding EVGA’s expectations in creativity, strategy, and execution.

This collaboration wasn’t just about delivering products; it was about crafting emotional connections with EVGA’s audience. By understanding how gamers and tech enthusiasts buy with emotion, CRISPx infused storytelling, bold design, and strategic thinking into every touchpoint—resulting in a record-breaking year for EVGA’s product launches and brand engagement.

The Challenge

EVGA approached CRISPx with a clear goal: elevate their brand beyond functionality and into the realm of emotional resonance. Gamers don’t just buy hardware; they buy into a lifestyle, a community, and a sense of identity. CRISPx was tasked with:

• Redesigning product packaging to evoke excitement and premium value.
• Developing a cohesive brand identity 2.0 that reflected EVGA’s innovative spirit.
• Creating marketing assets that told a story, not just sold a product.
• Designing new product concepts (e.g., keyboards, headsets, and cases) that resonated with gamers’ aspirations.

The Approach

CRISPx’s strategy was rooted in emotion-driven design—a philosophy that blends psychology, storytelling, and aesthetics to create meaningful connections. Here’s how we brought this thinking to life:

1. Understanding the Audience
   • CRISPx conducted market research to uncover what gamers truly cared about: performance, aesthetics, and a sense of belonging.
   • We identified key emotional triggers: pride in ownership, community identity, and cutting-edge innovation.
2. Designing for Emotion
   • Packaging: We transformed EVGA’s packaging into an unboxing experience. For example, the GPU 2060 packaging featured bold typography, sleek materials, and a layered reveal that mirrored the excitement of opening a high-end gaming rig.
   • Product Design: The Bento Fifty PC case was designed with modularity and customization in mind, appealing to gamers who value personalization and creativity.
   • Brand Identity: The EVGA Logo 2.0 refresh introduced a modern, dynamic aesthetic that reflected the brand’s evolution while staying true to its heritage.
3. Storytelling Through Marketing
   • CRISPx developed launch videos and Amazon A+ content that highlighted not just the specs, but the lifestyle behind EVGA products.
   • The DeadMau5 Landing Page campaign leveraged the artist’s iconic brand to create a sense of exclusivity and cultural relevance.
4. Strategic Expansion
   • Beyond design, CRISPx supported EVGA’s IB22 Strategic Plan, a roadmap to hit $1 billion in revenue by 2022. This included customer journey mapping, trade show management, and patent applications for innovative product concepts.

The Results - Let's dive in

The Bento

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Product Video

Key Takeaways

1. Emotion Drives Decisions: By understanding how gamers buy with emotion, CRISPx was able to create designs and campaigns that resonated on a deeper level.
2. Storytelling is Key: Every product launch was treated as a narrative, with a beginning (anticipation), middle (unboxing), and end (pride in ownership).
3. Collaboration Fuels Innovation: CRISPx’s close partnership with EVGA allowed for seamless ideation, iteration, and execution.

CRISPx’s Design Philosophy

At CRISPx, we believe that great design isn’t just seen—it’s felt. Whether it’s a product, a package, or a campaign, we strive to create experiences that resonate emotionally, inspire action, and leave a lasting impression.

The CJM and DOSE Method™ provided a framework for understanding customer needs and motivations, while our creative expertise allowed us to translate these insights into compelling product designs, launch campaigns, and marketing content.    

The success of this collaboration underscores the importance of a holistic approach to brand building, one that considers both the rational and emotional drivers of consumer behavior.