Levellr
BrandCraft strategy and identity reframing community management from cost centre to growth asset for gaming publishers.
Raised £1.8 million seed investment, January 2026
Levellr helps gaming publishers like Epic Games and Scopely build and monetise Discord communities through enterprise software and services. It had to sound enterprise-grade to buyers who are passionate gamers first. We built the strategy and identity that let it do both.
The tension
Enterprise software for buyers who are gamers first.
Levellr builds and monetises Discord communities for gaming publishers. It had to prove professional capability without losing the cultural resonance its buyers expect, because they are passionate gamers themselves.
Credible enough for enterprise
Publishers needed proof of enterprise-grade community technology.
Authentic enough for gaming
A sterile B2B brand would lose the culture that gaming buyers live in.
Different from both sides
Consumer tools like MEE6 on one side, generic service providers on the other.
BrandCore
From cost centre to growth asset.
The breakthrough came from CEO Tom Gayner during BrandCore, the strategy sessions that come before any design: “People don’t do business with businesses. They do people business with people.” B2B software did not have to feel sterile.
We repositioned community management from controlling chaos to creating value. Discord communities became valuable ecosystems, somewhere brands build alongside their fans.
The identity
Organised energy.
Built with the Levellr team across our BrandCraft expression workshops, not revealed to them at the end. Each workshop narrowed the field together, and every choice traced back to the strategy.
Universes
Four universes, each a different balance of the two things BrandCore said Levellr had to be at once: credible to enterprise buyers and true to gaming culture. The answer that emerged was organised energy: creative vitality held inside a professional structure.
Galaxies
One galaxy. It made the BrandCore shift visible: community as something that grows, not something to police, with Levellr as the catalyst for that growth.
Igniting community potential
Planet
One planet. Chaotic shapes refined into geometric forms that move within a professional framework, connected L-forms for community, and dark green with electric accents. Enterprise structure and gaming energy in one system, from a pitch deck to a poster.
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 Gayner, CEO, Levellr
The brand in use
Enterprise against self-serve. Gaming against generic.
The brand now separates Levellr in both directions: enterprise expertise against self-serve tools, gaming culture against traditional services. The positioning, the calm in the chaos, carries the rest: community complexity becomes a strategic advantage.
Raised £1.8 million seed investment, January 2026
£1.8m | Seed investment raised, January 2026 4 | Universes explored before organised energy
They do a great job of clearly communicating expectations and running a high pace process that includes space for reflection & challenge.
What does Levellr do?
Levellr helps gaming publishers like Epic Games and Scopely build and monetise Discord communities through enterprise software and services.
Why reframe community management?
Treated as chaos control, a community is a cost centre to monitor. Treated as an ecosystem brands build with their fans, it becomes a growth asset.
How does the identity balance enterprise and gaming?
Through organised energy: geometric forms that suggest movement within professional frameworks, connected L-forms for community, and dark green with electric accents that feel premium yet authentic to gaming.
What did the project include?
BrandCraft Foundation: brand strategy and visual identity, shown here across brand guidelines, pitch deck, posters, social and merchandise.
More work
See all work
If you’ve outgrown the way the market sees you, that’s worth twenty minutes.
A straight conversation about where you are and what you need. If someone else would suit you better, we’ll tell you.