PC gaming is widely recognized in the industry to be more graphics intensive and demanding than console gaming. Gaming consoles like PS4 and XBOX are limited by compromises, they needed to fit into smaller systems and lower manufacturing costs to be viable. PC hardware, on the other hand, does not share those limitations. Games developed for the PC can often push the limits of realism beyond the reach of console games. Even with the same titles, the user will find the PC versions to have more details, graphics depth, and greater enhancements than their console counterparts — All of that changed with ZOTAC's gaming Mini PC line.
Teaming up with Steam, NEN SN970 is a limited edition gaming Mini PC blurring the lines of console and PC gaming. It is a full-fledged powerful gaming system that can go toe to toe with a large gaming rig but inside a PS4-XBOX-sized body. Our challenge is to come up with copy and key art imagery that conveys the idea to the consumer.
To emphasize the idea that this product has blurred the lines of PC and console gaming, we literally blurred the lines in the written words as well as visual imagery. By using the effect of positive/negative space on the typography itself, the slogan and its typography are set purposefully with the intent to be read both ways (PC Gaming. Console DNA. or PC DNA. Console Gaming.) interchangeably. This is further enhanced by the visuals of the gamer and his avatar in a similar manner.