Our client came to Fitch (now Landor & Fitch) to create a gaming brand that would leverage innovative high precision technology. The first product would be a mouse, and a plan was in place to launch a suite of products. I was tasked with naming the brand and developing a nomenclature system and copy that would endure.

Kudos to the company's leadership team which has built that new brand into a category leader—and a subculture.