Brief
Philips Monitors set out to launch a new gaming sub-brand that would stand out in a highly saturated market. The objective was to move beyond hardware features and speak directly to gamers’ values and aspirations - with a special emphasis on inclusivity, lifestyle, and emotional connection.
Challenge
Philips needed to break away from the typical “tech-first” branding and redefine what a gaming monitor brand could stand for. The new brand identity had to:
- Resonate emotionally with diverse gamers and creatives
- Feel bold, premium, and personal
- Challenge category norms while remaining rooted in the Philips legacy
What we did & Results
We developed the core **brand slogan** and **strategic narrative** for what would become EVNIA - a Philips Monitors gaming brand that celebrates individuality and the courage to define your own path.
Services Provided:
Brand Narrative & Slogan Development
- Crafted the strategic positioning statement “Reinvent the Rules” as the central slogan
- Built the brand around the idea of challenging societal expectations, empowering all types of gamers
- Connected the message to real human stories instead of typical tech features
Creative Campaign Ideation
- Created “The Unruly” - a launch content concept featuring unconventional protagonists
- Proposed a hero video series following unexpected gaming personalities
- Developed teaser and snackable formats to amplify the narrative post-launch
Cultural Insight & Competitor Analysis
- Audited key industry players and visual trends to identify whitespace for EVNIA
- Positioned Philips as a stylish and human-centric alternative to glow-heavy, dark aesthetics in the market
Results:
- Defined a bold, inclusive identity for EVNIA that repositions Philips as a lifestyle gaming brand
- Delivered a clear slogan and narrative direction adopted across global campaigns
- Established a storytelling foundation to scale across product, influencer, and partner content