Designing a community and culture.
A society of elite
In an environment of friendly competition Team Lynx as part of the recognisable elite.
A project close to my heart, as Team Lynx (aka Specialist Assault Team) was a group started and led by me from 2013. A military simulations enthusiast group of gamers based on the Arma series platform, we came into a competitive environment, as other – more senior groups were already perceived as the elite. Team Lynx worked its’ way up to that circle too.
My involvement in crafting a brand identity and a visual language was a big part in the success of the team, as more and more people started noticing the team and immediately understanding our expertise.
What I did
Brand identity, web design, marketing strategy, promotional film.
More than a logo
The symbol of a Lynx came about in the later stages of the group’s life, with a fresh brand we wanted to say what we do. As our group began focusing more on quality of our team than quantity of members, the logo had to express our expertise, but also the way we operate. Moving towards the idea of long reconneisance operations and planned out, effective strike missions, we wanted the Lynx to be as much a character of its’ own as an identifying element of the team.
A story in each frame
The team vision was to draw more people into the hobby. The group itself is more open than most to allowing people come and try, for the most part without strict age requirements etc.
One way to do this is with beautiful, well taken photographs directly from the game. Allowing the viewer to imagine the scene for themselves, and get excited about what’s happening in the frame.
A portal to greatness
The entire website only consists of three pages. I crafted it with care and caution, aiming to extentuate the values embraced by the team, to explain briefly what the community is, what and how it does things, a list of rules and beliefs that are required if a potential candidate desired to join the ranks, and a brief recruitment page listing the necessary information and explaining the process further.
I have created a custom modification for Team Lynx to use in game, which helps cut out time that would otherwise be spent gearing up at the beginning of each game.
Each player got the chance to pick out their favourite gear to use and master, and I programmed in custom classes to the game, which means each players only has to take their slot in the game lobby, and they will always have the right equipment for the mission ahead.
Interested in working together?
© Filip Jankowski 2018