NZXT
The Brand Voice
The Challenge
NZXT didn’t have a defined brand voice—just a mix of tones that varied by team and touchpoint. Without clear guidance, our messaging was inconsistent, uninspired, and indistinguishable from competitors. As we grew, we needed more than just consistency.
We wanted a voice that reflected the fun, creativity, and passion of the gaming community—something that welcomed more people in and clearly communicated what we stood for.
Where we started.
Where we went.
I started with a full voice audit across marketing, product, and support. I also studied competitors closely, identifying patterns in tone and language that leaned into toxicity or bravado. It became clear that we had an opportunity to chart a different path—one rooted in clarity, kindness, and personal achievement. To make gamers feel good about being gamers. More “play your best” than “crush the enemy.”
We aligned cross-functional stakeholders around three core voice principles:
Clarity over cleverness – No jargon, no try-hard jokes. Say what we mean.
Confident, not confrontational – We speak with pride, not arrogance.
Friendly, not flippant – We keep things human, warm, and encouraging.
The Approach
Creating a Brand Identity
How do you turn a mountain full of post-its and stream-of-consciousness quotes from executives into an effective and authentic company tagline? By finding the story in the chaos and shaping it into something relatable.
Capturing Authenticity
You love what you do and believe in your product—but how do you make it unforgettable? For this project, I choose to keep it simple, stay true to NZXT’s strengths, and focus on what we do best to deliver real value.
True to the Core
Your core values are the heart of your brand. As Simon Sinek says, “People don’t buy what you do. They buy why you do it.” What you stand for is what makes you stand out. For NZXT, I collaborated with key stakeholders to uncover their core beliefs and shaped them into a clear, impactful list.
