Overview

01

Year

2019/2022

Client

LOGITECH

SERVICE

BRANDING
INTEGRATED CAMPAIGNS
MARKETING
CONTENT
WEB
DESIGN TOOLKIT
STRATEGY

It's Your Space. Own it.

Logitech was losing market share in the mainstream electronics category, particularly in China, as competitors offer slimmer and more stylish peripherals that appeal to design-conscious younger millennials. To address this, Logitech created a new line of products specifically for this target audience, prioritizing slim, modern, and minimalist design to reconnect with younger consumers.

For this generation, "owning your space" is not just about expressing yourself using the physical space around you. It’s about unleashing total self-expression in intangible spaces, too. The campaign is built around the concept that everyone can take ownership of every inch of their space. By encouraging younger, design-conscious millennials to authentically express themselves, the "Own Your Space" platform resulted in one of the boldest and most vibrant work, as well as Logitech's first and most successful dedicated campaigns for China.

Ultimately, the new line of products from Logitech enable users to take full control of their spaces, making them their own and empowering them to create, work, and express themselves in a uniquely personal way.

DESIGNED FOR CHINA, LOVED BY ALL.

Logitech's tailored approach to the Chinese market was a resounding success, with our campaign resulting in an astounding 169% increase in business growth over two years.

We introduced our new line of products as the top choice for style-savvy millennials who demand both substance and self-expression, and we're proud to say that our slim wireless mouse and keyboards became the number one best-sellers in China.

Our focus on design, quality, and reliability didn't just stop at the desk - we transformed spaces into canvases for personal creativity and self-expression - reinforcing Logitech's reputation as a leader in these areas and setting a new standard for what's possible beyond the traditional workspace.

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Creative

The campaign was a significant creative push for Logitech, featuring an ambitious strategy, dynamic personality shoot, lifestyle and cultural elements, and a playful, modular design system, resulting in their boldest and most vibrant work.

OWN YOUR STYLE
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The campaign's design system was flexible and modular, allowing for adaptability across different formats and platforms. The visual system showcased each product's identity through complementary and opposite color sets, using Purposeful Opposites to contrast minimalist product beauty with vibrant consumer lifestyles.

This approach resulted in playful and meaningful contrasts that strengthened emotional connections through expressive narratives and storytelling, ensuring that the "Own Your Space" message resonated powerfully on all levels, from the physical to the digital, cultural, and attitudinal.

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Activation

Building on the success of the Own Your Space campaign, we introduced a refreshed version in 2022 that not only complemented our latest product colorways but also added a new burst of energy to keep it relevant and captivating.

OWN YOUR SPACE. REFRESHED.

In our latest campaign refresh, we made it our priority to optimize the conversion-focused e-commerce aspect of the consumer journey. We accomplished this by creating an array of new assets that highlight the versatility of our product. Our fresh batch of versatile lifestyle visuals further demonstrates how our product can seamlessly fit into any environment, making it the perfect addition to any space.