Levellr

Client

Levellr

Services

Bespoke,BrandCraft

Date

2025

Result

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Levellr helps gaming publishers like Epic Games and Scopely build and monetize Discord communities through enterprise software and services. We developed brand strategy and visual identity to differentiate them in the competitive community management space.

Challenge

Levellr faced a unique positioning challenge: enterprise-grade community technology specifically for gaming. While competitors like MEE6 serve consumers and traditional providers offer generic services, Levellr needed to balance corporate credibility with gaming culture authenticity. The challenge was communicating professional capability without losing the cultural resonance essential for gaming industry buyers who are passionate gamers themselves.

Insight

A key breakthrough came from CEO Tom Gayner: “People don’t do business with businesses. They do people business with people.” This challenged the assumption that B2B software must feel sterile, especially when selling to gaming buyers. We repositioned community management from defensive chaos-control to value-driven engagement, helping brands see Discord communities as valuable ecosystems rather than spaces to monitor for problems.

They do a great job of clearly communicating expectations and running a high pace process that includes space for reflection & challenge. 

Tom

CEO

Solution

Through our “universes, galaxies, planets” creative process, we tested four territories before finding “organized energy” – visual elements maintaining creative vitality while communicating professional structure. The final identity evolved from chaotic shapes to refined geometric forms suggesting movement within professional frameworks. The logo uses connected L-forms representing community connection, with dark green and electric accents feeling premium yet gaming-authentic.

Tokyo Calm became true partners in our brand journey. Their ability to challenge our assumptions while respecting our vision created a dynamic where the best ideas emerged naturally. This wasn’t a typical client-agency relationship – it was genuine collaboration. The outcome was beyond my expectations.”

Aidan

Product marketing manager

They took us on a clearly defined journey to a brand outcome that brilliantly reflected our evolution as a business & into a visual identity that we were so excited to share externally. Thank you Tokyo Calm for the great work

Tom

CEO

Impact

The brand successfully differentiates Levellr across competitor categories – communicating enterprise expertise against self-serve tools while signaling gaming culture alignment against traditional services. The “calm in the chaos” positioning reinforces Levellr’s core value: transforming community complexity into strategic advantage. Levellr now bridges corporate data needs with vibrant gaming communities, enabling brands to build with their fans, not just for them.

Other Work

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