ASTRO Gaming — Logitech
Creative Direction, Production, Strategic Partnerships + Experiential Marketing for the authentic gaming company at the epicenter of technology, lifestyle and design.
Over a multi-year partnership spanning from 2012 through Logitech’s acquisition of ASTRO Gaming, we helped evolve the brand beyond gaming hardware— positioning it at the intersection of culture, art, technology, and lifestyle.
As part of this strategy, we developed a series of cultural partnerships designed to connect the brand with influential creative communities. This included collaborations with both The Seventh Letter and MISHKA, extending ASTRO’s presence beyond gaming and into art, streetwear, and contemporary culture.
For the A38 Artist Series, we partnered with The Seventh Letter to bring together five of the collective’s leading artists, creating a collaborative body of work using ASTRO’s magnetic speaker tag system as the creative medium.
The collaboration culminated in a two-day exhibition at KNOWN Gallery in Los Angeles, transforming the product launch into a cultural experience that attracted more than 1,000 attendees across the art, gaming, media, and creator communities.
The installation functioned as both gallery and product experience, allowing guests to engage directly with the artwork while receiving limited-edition A38 headphones, exclusive apparel, and artist-designed speaker tags.
Beyond the launch, we negotiated a long-term ASTRO × The Seventh Letter licensing partnership, extending the collaboration into retail through a series of limited-edition Artist Series products. We also helped develop and execute collaborations with MISHKA, further expanding the brand’s reach into streetwear and creator-driven audiences.
To support the broader program, we produced original content with participating artists and collaborators, creating an ongoing storytelling platform that connected creative culture with product innovation.
