Felix

[type of client]
venture-backed startup

[type of name]
product naming

[project description]
victor kley invented the felix pointing device in a basement in emeryville, ca. this was before the optical mouse was invented, and his device was an attractive alternative to a mouse or a trackball.

felix allowed users to radically reduce hand and wrist movements. the device was stationary, your fingertips fit instinctively over it, and you get to use the same three fingers you use when you write.

lightgate technology approached us to position, name, package and launch the device. we decided to position it as the first post-mouse input device. we said, "the mouse has brought us a long way. now it's time to continue the journey." and asking questions like: "why are we moving so many muscles to move a tiny, little cursor?"

we picked the name felix because it has the word "feel" in it and it sounds like a character much like mickey. somebody with a strong point of view about the world. somebody you'd like to get to know.

we decided to use the world's most famous mouse as a foil in the piece that introduced felix. it was such a hit at the trade show that we got a cease-and-desist order from disney's lawyers, but by then the client had used up the press run. sometimes you have to take chances.

[credits]
branding: altman & manley
art direction: bob manley
design: brent croxton
copy: danny altman