The brand represents a live video game streamer. The target audience is other gamers primarily on Microsoft's Xbox platform. The audience tends to be young males however there is not specific gender preference to the brand. A wide variety of games are targeted on the live stream. However, there tends to be a preference towards shooter games. In addition to gaming, music is important to the brand. Specifically, the metal sub-genre of rock. This is a competitive market and the end logo needs to standout and help send a message of professionalism.