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RAZER: the brand that became a subculture

Research, strategy, brand and product naming, brand identity, and launch

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.
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