Launching the Future of Web3 Gaming: Iskra Case Study
Iskra is an upcoming Web3 game community platform leveraging next-gen blockchain technology to offer a fresh take on the relationship between players and video game studios. If you were to only catch the most basic explanation of their brand, you might think they’re just another crypto gaming outfit trying to turn a buck on play-to-earn games. That couldn’t be further from the truth, which is why Iskra was on the hunt for an agency to help them launch their new vision for Web3 gaming and make them stand out from their inferior competitors who dominated the space.
During Lemonade’s early talks with Iskra, we identified a few key objectives that would give Iskra the positive and widely-known reputation it deserves. For one, their product would have to launch in a way that differentiates it from all the boring play-to-earn games that saturate the market and give players unenjoyable gameplay in exchange for measly rewards. Second, we knew that their complex platform and ecosystem packed with hard-to-understand tech phrases would need to be explained to audiences in an entertaining and engaging way. Finally, Iskra required branding developed from scratch that checked two important boxes: It had to be attractive while also speaking to their ambitious mission.
Since Lemonade has earned a solid rep of our own in the Web3/Crypto space thanks to our successful work with SALT Lending and other projects, we were clearly a perfect fit for Iskra. This led to them selecting us as their partner to articulate, brand and position their exciting vision of being a premier destination for players and developers to explore the thrill and opportunity of Web3 gaming.
“We are fortunate to have Lemonade play an integral part of our brand and story-building process as we entered the realm of web3. The group sincerely cares in building something meaningful. This is reflected not only in high quality of their work, but can be felt with their approach to managing the creative process.”
Our first move was to run an initial audit that involved interviewing the Iskra team. We’re embracers of remote work culture, so it was a simple muscle memory exercise for us to have conversations about complicated subject matter across time zones and continents with Iskra contacts spread out over the U.S. and South Korea. As we learned more about the brand and mission, we conducted a Tone of Voice workshop using classic and modern pop-culture reference points to discuss imagery, musical tracks and celebrities that further define Iskra’s personality. And of course, we also did an analysis of Iskra’s competitors and the blockchain gaming industry overall.
The result was a comprehensive overview and strategic understanding of the Iskra brand, industry challenges, and industry positioning. We used our findings to inform the creative and strategic steps Lemonade would be taking to reveal Iskra to the world.
With our homework done and a gameplan in place, we developed a number of crucial assets and strategic positionings to set Iskra up for success.
Our team cooked up a rich set of brand guidelines, including not only things like brand strategy and verbal identity, but also Iskra’s visual brand language. The logo became the shape of an elegant, abstract flame that drew inspiration from the word Iskra, which translates to “spark” or “flame” in several Slavic languages. The two flames symbolize the union of the gaming and developer community.
The overarching isometric style with modern character illustrations was a big hit with the Iskra team because the futuristic gaming scenarios feel like a playable video game. We ideated several scenes to illustrate the values of the community in a playful and aspirational way, hinting at the fun and creativity Iskra expects their platform to generate.
We also worked with Iskra to create the look of its Pioneer NFT that’s issued to those who want to hold a financial stake in the new gaming experience.
To match the visual brand language, we distilled their bold premise into a new tagline, “The Future of Play.” This straightforward, yet weighty line differentiates Iskra from legacy entertainment brands and positions it as a disruptor sparking the next evolution in gaming. Additionally, we penned a thorough social media playbook and finalized their brand identity, which articulates unique purpose, vision and mission statements and core values that form the basis for all of their communications. Iskra’ core values are:
Celebrate Community
Open Doors
Champion Games
Reward Play
Today, we’re using all the brand tools we’ve created in our close partnership with Iskra to introduce the world to the future of Web3 gaming. We’ve taken the lead on Iskra’s social media strategy, running accounts and community management across Twitter, Instagram, Facebook, LinkedIn, Discord, and YouTube. Our blockchain subject matter experts (SMEs) are writing and advising on the creation of whitepaper and launch strategies for Iskra’s Pioneer NFTs. And our team is constantly monitoring the evolution of the crypto gaming space in real time so we can guide our client with a combination of up-to-date intel and the wide breadth of wisdom we’ve accrued doing business in the space for years.
None of this would be possible without Lemonade’s rockstar staff of specialists, who have the deep knowledge and understanding of the various disciplines required to successfully market a Web3 company. The magnificent minds we have in branding, social and strategy are empowered by the brilliant brains of our SMEs, and vice versa. Together, they make Lemonade a powerhouse of heavy hitters in Web3 marketing and a smart partner to bring on board for both emerging and established brands.
To check out the other feathers in our cap, peep some more case studies.