We were asked by Logitech G to help address a problem faced by game players – that it’s getting harder for new ideas to breakthrough in the gaming industry and new games are more difficult to discover.

When Logitech asked us to help launch the Signature Slim Solar+, they wanted more than a product story – they asked to help them conceive a creative expression of the power of light. 

At 9:59 am PT on September 17, Logitech CEO Hanneke Faber, on stage in Madrid, wrapped up her countdown to Logitech G PLAY 2025 with “Let the breakthroughs begin!” For us that was the precise moment that Dialect’s G PLAY ‘breakthroughs’ came to an end. After seven months of planning, travelling, shooting, editing and polishing, 2025’s product showcase keynote was finally live.

Logitech G is on a mission to redefine what responsible innovation looks like –designing and building world-class gaming gear with radically lower environmental impact and zero compromise on performance. From circular design principles to carbon labelling on every box, they’re not just reducing emissions – they’re raising the bar for the entire industry.

I’ll admit it. I’m biased. In a past life, I was the Editor of TOTAL!, a Nintendo magazine that meant living and breathing warp pipes, Koopa shells, FX chips and Mode 7 in a snack-filled office in Bath. One memory still sits near the top of my foggy games journalism memories – being the first person from this country, outside of Nintendo, to play Super Mario 64 (at least, that’s what they told me).

How do you tease a long awaited horror movie-to-game transition keeping it faithful to the 80s source material, while not giving the game away?

During the pandemic there was a significant shift in the way that people showed up to work – and for many professionals that meant ‘from home’. 

It’s this shift that inspired Logitech’s Signature line – a keyboard and mouse specifically designed to help people take control of their work and life priorities. Products that help us switch seamlessly between work emails and Zoom call presentations and school reports and holiday bookings.

Asus ROG came to us with a hugely exciting new handheld gaming PC, and a substantial creative challenge: how do you convey the real user experience of playing games out in the world, instead of in the traditional RGB-lit gaming space?

Actionable insights to help you define, articulate, and activate a brand purpose that resonates deeply with your audience and sets your brand apart.