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A relatively new offshoot of the computer hardware company, Logitech for Creators on April 6 unveiled its first global brand platform to promote its ethos of diversity, inclusivity and passion while seeking to establish itself as a community hub within the booming creator community.
"Together We Create" was designed to lay the groundwork for how the brand extension envisions the future of online content creation — and shape its plans for empowering creators across categories like gaming, choreography and music by developing equipment that eases their work. Marking Logitech's biggest commitment to creators yet, the new brand platform premiered with an anthem video that features a diverse roster of seven creators, who also helped to conceptualize the spot alongside Logitech's agency Virtue.
The initiative is grounded in the idea that while opportunities to be creative have never been more plentiful, doing so still requires the right tools and support to be successful over the long term. With its new brand platform, Logitech for Creators seeks to emphasize its mission to shape a more diverse and inclusive future of content creation, according to Erin Chin, chief marketing officer of Logitech for Creators.
"Part of our ethos at Logitech for Creators is working together with creators to drive change, so that we can all have a more diverse and inclusive future — basically create the world that we all want to live in," Chin said. "This line, this mantra, 'together we create,' is an inclusive rally cry for all creators to join us. We want to celebrate and build a community of creators, whether they have one follower or millions of followers."
Look to Nike
As the creator economy continues to swell, more brands are looking to boost product awareness and sales while communicating how they support online content producers. Logitech knows the creators it eyes with "Together We Create" depend on its devices, such as video equipment, headsets and keyboards. But the brand is doubling down on its creator-centric approach by investing in resources to elevate individuals and the community as a whole.
"We wanted to create a rallying cry for all creators to join us, and I look at it similar to what Nike did with 'Just Do It' 35 years ago," Chin said about constructing a brand message that aims to empower people within a community.
The campaign launch will live mostly on digital and social channels, including TikTok, YouTube and Instagram, and will extend onto featured creators' channels as they share original content. Accompanying the anthem spot is the introduction of the Logitech Creator Society, a global group of creators invited to work with the brand to co-develop and test new gear, direct marketing efforts and develop programs that address the community's career development and mental health needs, per Chin.
The effort will continue later in April when Logitech for Creators hosts its second annual Song Breaker Awards to recognize folks who have helped create viral content and trends that impact culture. "Together We Create" was designed to be grounded in the brand's core values, but flexible enough to allow for a variety of creative marketing efforts down the road. It will extend throughout 2022 and beyond, though Chin declined to share specific plans.
Previously more product-focused
Logitech for Creators was established as an extension of the broader Logitech brand in the second half of 2020 when the company identified an opportunity to jump on the creator economy more purposefully beyond selling computer accessories and other hardware. In a similar move to gaming-focused Logitech G, branching off allows for a narrower focus with products and marketing dedicated to serve a niche community, per Chin. Logitech for Creators was introduced via an effort spotlighting 50 BIPOC creators on Twitch's front page, a charitable fundraiser and partnership with JaQuel Knight to help a group of BIPOC creators secure copyrights for their choreography that had gone viral on social media.
With "Together We Create," Logitech for Creators is helping to shape how the broader Logitech master brand approaches marketing, per Chin. The company's marketing was previously a more product-focused exercise, with ad campaigns centered around how to elevate awareness of its devices.
"We wanted to create a rallying cry for all creators to join us, and I look at it similar to what Nike did with 'Just Do It' 35 years ago."
Erin Chin
Chief marketing officer, Logitech for Creators
"The tide is turning a little bit in terms of, 'How do we get people to know about our brand?' 'How do we get people to establish this emotional connection with our brand?' 'How do we become the preferred brand for many different communities?'" Chin said.
Under the slogan "Together We Create," the new platform aligns with the Logitech master brand's "Defy Logic" marketing campaign from January 2022, a Lizzo-starring initiative that emphasized the creativity of all people who defy logic and create in their uniquely individual way.
"'Defy Logic' is a very broad picture of how people can connect with the Logitech brand. And then you'll see through our work on Logitech for Creators and Logitech G's work with gamers, how it can flex and go deep and really build those authentic relationships with core communities," Chin said.
