What does the world’s largest gaming retailer (GameStop :) do when developing a new brand for a cool line of private-label gaming accessories? 

Hire Tanj and McGarrah Jessee to survey the competition and craft a game plan for how to stand out. 

Most accessory brands focus on the product, so we uncovered whitespace focusing on the player. 

And that’s how the name Atrix was born. 

Inspired by “matrix,” a nod to the famous movie, cyberpunk and the literal meaning of the word, a place for something to develop and grow.

For Atrix, it’s all about products that help you enhance all aspects of your game performance, serving as an extension of you.