Logitech · B2B
Make B2B sound like people talking to people.
Computer peripherals are easy to describe and hard to make interesting. The answer was to stop talking like a product sheet.
The assignment
Give a functional category a human voice.
B2B work often gets buried under features, procurement language and rational claims. The challenge was to communicate the business value without sounding as if the copy had been written by the purchasing department.
How the idea lived
Rather than one safe B2B direction, the work explored several human ways into a functional category.
The creative leap
Start with the person on the other side of the sale.
Lines like “Procurement people, we feel your pain” created an immediate human connection while still doing the business job. The work could be smart without becoming corporate.
Why it belongs here
that doesn't sound like B2B.
Humanlanguage for a highly functional product story.
The category can be technical. The writing doesn't have to be. People are still people, even at work.
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Selected work
Got a complicated story?