SCUF's Valor Pro Wired Xbox Controller, SCUF's lowest price point and new ergonomic shape, opened the door to a completely new audience that might not have known the brand beforehand. In close collaboration with the Creative Director, the Product Marketing Manager, and copywriter, we focused on educating new potential consumers via product benefits vs product features. Product benefits give the consumer an example of how they can benefit and when. A product feature, on the other hand, doesn't explain the usage to a new audience that has never used a controller like this.