LEGION RELAUNCH
In 2016 Lenovo launched a new gaming computer brand, Legion by Lenovo. It was not received well and sales were disappointing.
Two years later Lenovo recognized the need to reimagine, reposition and relaunch the brand and it’s updated product line.
Legion’s competition all used the same graphic tropes and overall visual aesthetic.
Unfortunately Legion’s previous Visual Identity also used them in an undifferentiated, inconsistent and confusing way.
Extensive research consisting of focus groups with 120 gamers, online research with 600 participants and ethnographic studies of 15 gamers was conducted across 3 continents.
RESEARCH
One critical insight emerged that helped inform branding and marketing choices moving forward; that a large segment of regular players don’t consider themselves to be “gamers”.
Just like Fight Club, the first rule of Legion Gaming is there is no Gaming.
BRAND IDEA
How do you visually represent something that is but isn’t there? The above was the start of a creative exploration.
Backgrounds and textures as brand building blocks that reference the product industrial design
Global Brand Guidelines
A pattern reflecting both the brand identity and it’s aesthetic that is used across an array of applications from wallpapers to packaging.
Advertising Campaign
Website
Brand Characters
