Razer
Razer 20th Anniversary Global Brand Campaign
Global brand system unifying esports, lifestyle, and hardware campaigns across 15+ markets for Razer's milestone anniversary.
— 01 Objective
Strengthen Razer's global brand positioning for its 20th anniversary while defining the next AI-guided chapter and unifying narrative across markets.
— 02 Strategy Brand Positioning → Legacy → Razer AI Next Chapter
- Developed core positioning translating 20-year legacy into an AI-powered evolution.
- Positioned Razer AI as continuation of engineering, esports, and gamer-first heritage.
- Built cohesive global narrative: "20 years of innovation built together with our community."
- Introduced brand governance and cross-market alignment for 15+ regions.
— 03 Execution
- Full-year anniversary campaign with multi-format content.
- Video series, editorial artbook, offline store branding, community activations.
- Overarching Razer AI narrative across all streams; aligned product/digital/retail teams.
— 04 Results
- Consistent global brand narrative across 15+ markets.
- Reinforced legacy while defining AI as next strategic chapter.
- Improved production efficiency and cross-functional alignment.