Turning networking technology into a gaming brand with one unmistakable enemy: lag.
00 / Overview
Making a technical advantage matter to gamers.
Bigfoot Networks developed networking technology for online play. Agency689 turned its complex advantage into the immediate promise of less lag and greater control, then built the Killer product brand across naming, identity, packaging, advertising, web, video, promotions, and events.
Agency role Lead strategy and creative partner
Client Bigfoot Networks / Killer Networking
Services Technology Brand Strategy / Product Naming / Visual Identity / Packaging Design / Advertising / Website Design / Video / Event Creative / Illustration / Animation
01 / Brand Architecture and Identity
One company brand. One product brand with a sharper edge.
Bigfoot Networks represented the company and its technical ambition. Killer became the customer-facing product brand: direct, aggressive, and centered on performance.
02 / Product Naming and Packaging
Making performance visible at the shelf.
Names including Killer NIC and Killer K1, paired with packaging and sales collateral, made the products feel like purpose-built gaming equipment rather than anonymous computer components.
03 / Campaign Creative
A product benefit became a rallying cry.
“End Lag Now” turned a technical pain point into a cause players understood immediately, then expanded through hardware partnerships and protest-style gaming-conference activations.
04 / Brand Outcome
A product brand with value beyond its first generation.
Bigfoot Networks was acquired by Qualcomm in 2011. Members of the original team later carried Killer into Rivet Networks, acquired by Intel in 2020. Ownership changed; the memorable name, distinct position, and gaming identity endured.
05 / Client Perspective
The core proposition endured.
Agency689 helped turn a high-tech product idea into a brand that kept going.
Bob Grim / Chief Marketing Officer
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