From “Defy Logic” the “The New Logic of Work”

How I transposed brand messaging from Consumer to Business at Logitech

What I did

Logitech’s business messaging refresh

Role: Content strategy, B2B Writing
Company: Logitech for Business
Year: 2022

Problem

While Logitech’s Defy Logic campaigns continued to garner excellent responses, the business division was hard at work trying to improve image and ultimately enterprise sales. Therefore, our goal was to shift perception away from being a consumer electronics company known for peripheral devices to a trusted enterprise technology solutions provider and partner.

Solution

We had already seen success with the Defy Logic campaign. Our next goal was to take all of the energy from that and pour it into the Business division. But first we needed to transpose the messaging.
As a content strategist, I partnered with Marketing and Creative to develop updated messaging and framework that resonated and then worked with our Research Lead to test it out.
As a B2B writer, I partnered with the Creative Lead to craft the copy on the site while keeping UX writing best practices in mind, cutting excessive words and keeping character count consistent.