Ultimate Gaming.
ADX Gaming is a Currys-owned gaming brand where they sell their own gaming equipment for the hardcore gamers and the ones in between. Like many own brands under the Dixons Carphone Group at the time, the brand was super outdated and just didn’t keep up with its competitors when seen online, in-store or more importantly during gaming events. With its slogan being ‘Ultimate Gaming’, the identity just didn’t reflect that at all.
I had the joy and privilege to revive the brand giving it a fresh new lease of life. We had the opportunity to take it off the agency’s hands, and really develop the identity to something so cool, very relatable, and super relevant whilst maintaining a few of its existing DNA and a clever nod to Currys ownership.
