LOGITECH G

Logitech G PLAY 2025

A 60-minute script and creative platform for Logitech’s biggest event.

Logitech G PLAY is an annual keynote where Logitech G’s new products are announced.

In 2025, our goal was to make the event “less corporate, more culture.”

I led creative for the event platform and wrote the 60-minute script for the keynote, coordinating with 20+ speakers and stakeholders from Logitech, NVIDIA, McLaren, and Herman Miller. The event launched to 5+ million viewers with watch parties in 20 locations and five continents.

Keynote

Creative Platform: From Main Menu to Closing Credits

Logitech G makes gaming gear for literally any type of game: PC, console, sim racing, esports, streaming, and more. Our idea was to create a visual language, inspired by the graphic design system shared by all gaming genres. Our playground was the achievements, XP bursts, and iconography that give gamers that sweet, sweet dopamine rush and encourages them to keep playing (the brand tagline).

To flex Logitech’s reach across ALL gaming, we used the creative platform to tell a story across the lifespan of the event—from the main menu to the closing credits.

Main Menu: Event Promo

Every game starts at the menu screen. So that felt a natural place to introduce the event.

Play: The Script

I wrote the full 40-page keynote script, clocking in at 60 minutes on the dot. Over the course of writing, I met with each speaker extensively to craft their segments to fit their authentic voice. I also consulted with product designers, engineers, and a few esports pros for interview sessions on the product launches, making sure I captured what made them cool.

The Loading Screen: Livestream Intro

What happens between pressing “PLAY” and the fun stuff? The game’s gotta load… We created a fun twist to the everpresent gaming loading screen to literally load the keynote.

The Highlight Reel: Post-Event Promo

After Logitech G PLAY, the company has regional sales and promotions for all the new products announced in the show. Since promotions are unique to the regions, this created a unique design challenge. We created modular assets with swappable product containers, inspired by gaming YouTube highlight reels to make them feel authentic to the worlds gamers lived in.

The Design System

We worked with BUCK Studio to craft the design system for the event, pulling inspiration from global games to create iconography that resonated for the international gamer audience. The system was also designed to breathe new life into our dusty library of licensed found footage, blending gaming animation with the people who play them.

Experiential

The design system came to life across the world at flagship events in Madrid and Shanghai and local watch parties in Tokyo, Paris, Berlin, Istanbul, San Jose, Melbourne, Bogota, Buenos Aires, São Paulo, Helsinki, and more.

COMING SOON!

Results