Gravis wanted the Blackhawk Digital to establish a new graphic packaging direction as well as retain the Gravis brand. Through research we learned that consumers wanted the product to appear actual size and promote a key feature. We listened and created a bright background to highlight the typically dark colored joystick, the product is large in an action orientation with emphasis on the custom digital thumb feature. RDA leveraged the established Blackhawk calligraphic treatment and added the custom digital typography.