ASUS Republic of Gamers (ROG) is a global gaming brand for those who dare.
We designed a brand book in celebration of ROG’s 15th anniversary to realign the brand vision and revitalize the brand image. A basic guideline was also developed, with certain brand elements redefined, to ensure consistency across key touch points such as digital banners. ROG’s identity consists of complementing components that make up the ROG universe - futuristic visuals, vibrant colors, and bold messaging.
A central part of the strategy was The Worldview, an imaginary kingdom with 7 distinct characters that epitomize the ROG gamer. Branding elements that bring The Worldview to life include battle storylines, a fight song (RE:IGNITE), and wallpapers with a cyberpunk graphic treatment as a nod to gamers’ love for comics and superheroes.
ROG sought to create a space where the customers can feel a sense of belonging, recognition, and self-expression. And we brought the entire narrative together in this brand book.