In early 2018 we were approached by SCUF Gaming to develop and execute a complete rebrand which would launch in conjunction with their new controller, the SCUF Vantage, at E3 this year.

Our work with SCUF spanned across our end-to-end capabilities, from retail strategy and brand design to video production and campaign ideation. The goal was to enable SCUF to develop innovative ways to engage with mainstream gamers both online and in a retail space without alienating their esports fans.

We used the SCUF Vantage product launch as a way to softly push out the new branding across all social platforms, their website and for the first time, inside a retail space. Carefully considering SCUF’s desire to cater to a new audience, we were tasked with developing a new tone of voice and image that wouldn’t alienate their existing esports-centric fanbase.

Thanks to the hard work of everyone at Scuf Gaming and SONY we were able to deliver high-quality product videos which were shown at E3 during SONY Playstation’s stage presentation.