Building a bold brand for a new kind of player
Appealing to a new kind of audience
DTX Pro-Gaming is the new gaming division of DrayTek, created to bring their high-performance networking technology to a booming audience. The brief was to take the engineering credibility DrayTek is known for and translate it into something that would feel exciting, relevant, and at home in the gaming world. We worked closely with the team to design a full brand identity system that could stand on its own, while still clearly being powered by DrayTek. From logo and typography through to colour, assets, and a flexible visual system, the brand was designed to work across products, packaging, events, digital campaigns, and merchandise. It was a genuinely collaborative process, with space to explore, experiment, and have some fun along the way.
A dominant brand identity made for the gamers
The result was a bold, confident brand that allowed DrayTek to step into the gaming space with confidence. DTX Pro-Gaming launched with an identity that felt energetic, distinctive, and unmistakably built for gamers, while still grounded in the technical performance and reliability of the parent brand. Other options were explored before it was agreed that the DrayTek heritage approach was the winner. The system proved flexible across a wide range of touchpoints, from products and packaging to social content, events, and promotions. It gave the team a clear framework to build from, helping them communicate consistently, stand out in a crowded market, and grow the brand with confidence. Most importantly, it opened the door to a new audience.
