XFX - Building a Brand for the Hardcore Gamer

Overview

Challenge: Pine, a Chinese manufacturer of PC components, sought to establish a new, high-performance brand specifically for the North American gaming market. Their existing branding failed to resonate with gamers, and they needed a complete overhaul to compete with established players.

Approach

CRISPx was tasked with crafting a brand that would not only stand out in a crowded market but also capture the hearts and minds of hardcore PC gamers. We employed a multi-faceted approach:

• Brand Positioning: We identified the target audience as DIY PC gamers seeking extreme performance. This informed our pricing, product, and communication strategies.
• Visual Identity: A new name, XFX (Extreme Effects), was chosen to reflect the brand's promise.  A bold, aggressive visual language was developed, featuring a 3D bulldog mascot named Razor.
• Packaging: We reimagined the packaging, maximizing shelf presence with a larger, more visually impactful design.  The "Dangerously Awesome Graphics" tagline and high-quality finishes added to the premium feel.

‍

Expanding the Brand:

Beyond the initial rebrand, we extended the XFX universe:

• Character Development: New dog characters were introduced for each product extension, creating a sense of family and expanding the brand's narrative.
• "Play Hard" Campaign: We launched a campaign that positioned gamers as athletes, featuring them alongside traditional sports stars, further legitimizing esports.
• Community Building: We created the "Extreme PC Garage" reality show, showcasing PC modding and further engaging the gaming community.
• Strategic Partnerships: XFX partnered with the world's top gamer, Fatal1ty, and sponsored Team Complexity, aligning with key influencers and the esports community.
• XFX Challenge Roadshow: A nationwide tour bus competition pitted gamers against each other, culminating in an exhibition match at the Championship Gaming Series combine.
• Black Edition Membership: A premium membership program rewarded loyal customers with exclusive benefits.

Character Creation: Forging Emotional Connections

Recognizing the importance of emotional engagement in brand building, CRISPx developed a series of custom characters to connect with XFX's target audience on a deeper level. These characters, prominently featured on packaging and marketing materials, served to:

• Enhance Memorability: The unique and memorable character designs helped XFX stand out from the competition and increased brand recognition.
• Build Emotional Connection: The characters, primarily dogs, tapped into the strong emotional connection between gamers and their canine companions, fostering a sense of familiarity and loyalty.
• Create a Sense of Community: The characters fostered a sense of belonging and shared identity among XFX's target audience, contributing to the growth of a strong brand community.
• Humanize the Brand: By giving the brand a "face" and personality through these characters, XFX became more relatable and approachable to its audience.
• Support Storytelling: The characters played a crucial role in XFX's brand storytelling, adding depth and personality to the brand narrative.

‍

‍

The idea

• We helped bring the XFX Xtreme PC Garage concept to life as a way to deeply engage the PC gaming community.
• Inspired by shows like "Pimp My Ride," where ordinary cars were transformed, we envisioned a show that would take "normal PCs" and elevate them into "really extreme PCs."
• We played a key role in developing and producing a series of episodes for Xtreme PC Garage.
• We then leveraged the content generated from the show in innovative ways, such as featuring it prominently at trade shows.
• For example, at the CeBIT trade show in Germany, we designed XFX's booth around the impactful theme of the Extreme PC Garage.
• In essence, we conceived and executed XFX Xtreme PC Garage as a dynamic content strategy to connect XFX with their audience, effectively showcase the brand's ethos, and champion the PC modding culture.

Turning gaming into a career path

CRISPx played a pivotal role in conceiving and executing the XFX "Play Hard" campaign, a strategic initiative designed to resonate with the evolving identity of gamers.

At the time, a significant shift was occurring in the gaming world: gamers were beginning to compete professionally for substantial prize money, effectively turning gaming into a viable career path. We recognized the importance of tapping into this cultural shift and positioning XFX at the forefront of this movement.

The "Play Hard" campaign was born from the desire to connect with the lifestyle and aspirations of this new breed of gamer. We developed a powerful concept: juxtaposing images of professional gamers alongside traditional athletes.

The campaign featured gamers alongside pro baseball players, football players, hockey players, and athletes from other sports. This visual analogy served a crucial purpose: to demonstrate that gamers are athletes in their own right, possessing the same competitive drive, dedication, and skill as those in traditional sports.

Our "Play Hard" campaign went beyond simply selling products; it aimed to legitimize esports within mainstream culture. We sought to be a part of the movement that elevated esports to the level of recognition and respect accorded to traditional sports.

In essence, our "Play Hard" campaign for XFX was a groundbreaking initiative that acknowledged and celebrated the rise of professional gaming. We used strategic messaging and visuals to equate the dedication and skill of gamers with that of traditional athletes, contributing to the growing legitimacy of esports.

Recognising the female gamer

At the time, the esports industry was largely perceived as a male-dominated space. We recognized an opportunity to give female gamers a stronger voice and presence within the industry.

To achieve this, we identified top female gamers and brought them on board as "XFX Girls." This initiative wasn't just about representation; we emphasized that these women were not only attractive but also highly skilled and "badass" gamers.

We actively supported the XFX Girls, providing them with platforms and opportunities to showcase their gaming abilities. The goal was to challenge the prevailing stereotype and demonstrate that female gamers were a force to be reckoned with.

By championing female gamers, we aimed to:

• Expand the Market: Acknowledge and cater to the female gamer demographic, which was often overlooked.
• Promote Inclusivity: Foster a more inclusive and diverse gaming community.
• Enhance Brand Image: Position XFX as a progressive and forward-thinking brand that values talent and skill, regardless of gender.

XFX ft Jonathan Wendell

Crispx played a key role in facilitating and shaping the collaboration between XFX and Jonathan Wendell, better known as Fatal1ty, who was arguably the most well-known gamer in history.

Fatal1ty, who had been featured in Time magazine and on 60 Minutes, took notice of the work we were doing with XFX. This speaks to the effectiveness of the brand strategy and the growing prominence of XFX in the gaming world, largely driven by our efforts.

We facilitated discussions that led to a co-branding partnership, where XFX and Fatal1ty would collaborate on a series of products, primarily GPUs. This collaboration was a major milestone for XFX, further solidifying their position in the gaming market.

The partnership extended beyond just products. Fatal1ty served as a commentator for the Championship Gaming Series, a major esports event.

We also organized an event called the XFX Challenge. This involved an online competition to find skilled Counter-Strike players, who were then invited to Los Angeles. The selected players embarked on a tour, traveling to different LAN centers to compete.

A unique element of the XFX Challenge was that participants could challenge members of the tour team to a one-on-one match. If the challenger won, they would take the tour team member's spot on the bus, and the original member would be eliminated.

The culmination of the XFX Challenge was an exhibition match at the Championship Gaming Series combine. In a significant upset, the XFX team beat the number one Counter-Strike team in the world at the time, which was LA Complexity.

Our involvement in the XFX and Fatal1ty collaboration extended beyond just facilitating the partnership. We actively created events and initiatives, like the XFX Challenge, that amplified the impact of the collaboration and further solidified XFX's connection with the esports community.

A Battle for the Bus

The XFX Challenge was an innovative event we conceptualized and executed to generate excitement and engagement within the Counter-Strike community.

It began with an online competition designed to identify talented Counter-Strike players.

We then invited the top performers from the online qualifier to Los Angeles.

These players were then assembled onto a tour bus, creating a traveling team of Counter-Strike competitors.

The tour bus traveled to various LAN centers, which were physical locations where gamers could gather and compete.

At each LAN center, the tour team would engage in training and competitions.

We incorporated a unique and dramatic element into the tour: local gamers at each stop were given the opportunity to challenge a member of the tour team to a one-on-one match.

If the local challenger won, they would earn a coveted spot on the tour bus, while the defeated tour team member would be immediately removed from the team.

This created a high-stakes, competitive environment and added a compelling narrative to the tour.

The XFX Challenge tour culminated in an exhibition match at the Championship Gaming Series combine.

In a significant upset, the team assembled through the XFX Challenge defeated the number one Counter-Strike team in the world at the time, LA Complexity.

We designed the XFX Challenge tour not only as a competition but also as a compelling piece of content and a way to build community and excitement around the XFX brand.

The HD 5970

We approached the packaging with a goal to revolutionize the unboxing experience and forge a deeper connection between gamers and the XFX brand.

Instead of relying on conventional packaging, we conceptualized a design that would immerse the user in the gaming world.

Our team took inspiration from in-game elements, specifically a machine gun, and transformed that into the physical packaging for the GPU.

We meticulously crafted a 3D model of the chosen weapon.

The GPU itself was then integrated seamlessly into this weapon-shaped container.

This design was driven by the desire to provide gamers with a tangible piece of the game they love.

Our aim was to blur the lines between the digital and physical realms, creating a more engaging and memorable experience.

‍

Summary and The DOSE Method™

This wasn't just another project for us; it was about building something real, something that resonated deep within the gaming community.

We didn't just slap a logo on a box; we crafted a brand. We immersed ourselves in the gamer's world, understood their aspirations, their passions. We saw the shift happening – gaming becoming a profession, esports rising – and we wanted XFX to be at the heart of that.

Our thinking? It was all about connection. We wanted to forge a bond, not just sell a product. We aimed to create a tribe, a movement. From the aggressive design language to the characters we created, it was all about speaking to the gamer on their level.

And you know what? We didn't just think outside the box; we threw the box away! Take that weapon packaging – that wasn't just a container; it was a statement. We wanted to blur the lines between the game and reality, to give the gamer something tangible, something that amped up the whole experience.

For us, it's about more than just "making it pretty." It's about understanding the psychology, the emotions that drive people. That's where the DOSE method comes in – it's not just a theory; it's how we approach building that connection:

• Dopamine: We sparked that initial hit of excitement with visuals that screamed "badass" and messaging that tapped into the gamer's ultimate fantasy.
• Oxytocin: We built that crucial trust, that "we get you" feeling, through authentic storytelling and by creating a community where gamers felt like they belonged.

At the end of the day, our work with XFX wasn't just a success story; it was a testament to the power of understanding people, of tapping into their passions, and building a brand that truly resonates.