Growing Confusion & A Growing Organization
Since its founding in 2004, the PC gaming company NZXT, had grown into powerful category challenger, with a mission to make high-design, high-performance computers and components accessible to entry-level consumers and experienced gamers alike. Amidst rapid expansion, NXZT’s founding narrative and guiding purpose were getting lost, effecting employer brand and culture. As a result of internal brand dilution, NZXT struggled to differentiate its brand externally.
To reground the company in its core purpose, they needed to refresh their brand narrative for employees and partners, in a way they could fully experience and internalize.