SCUF

The brief

To develop a brand identity for the launch of the new SCUF Gaming product range. 

The approach

Our strategy for SCUF Gaming undertook three phases of research and development to position the SCUF brand as the recognized force behind the world’s most innovative and effective controller interfaces. 

The execution

We developed the SCUF brand architecture to challenge gaming culture and push it forward while creating a fluency with Xbox and PlayStation brand environments. It demonstrated to the audience how SCUF makes things possible for a more intuitive self-expression. The creative execution ensured SCUF stood out in its branding, sat naturally in a retail environment, and importantly attracted a broader community of core and casual gamers.  

Global

360°

4.5m

E3 launch

product trailer views

brand delivery