Ignite Gaming Lounge is the premier gaming and esports venue in the Chicagoland area. Ignite hosts several "Meetups" for sectors of the gaming community. Looking to rebrand their "FGC Meetups," Ignite commissioned ADo (Alan Davis and Ryan Porter) to create assets in hopes of attracting more of Chicago's Fighting Game Community to their weekly Monday and Thursday meetups in Chicago and Skokie, respectively.
ADo created marketing collateral crafted towards the community and the guidelines of Ignite management. Ryan Porter as a member of ADo and a seasoned tournament organizer, helped to implement the assets as well as promote to the FGC and ensure a spike in attendance.
As a result of ADo, LOWKICK, and the brass at Ignite, subscribers for FGC Meetups tripled within the first 3 months of the rebrand and relaunch.
The previous logo, while serviceable, did not have the charisma Ignite was looking for. So the plan was to create something that felt endemic to the fighting game scene. Something subliminal but in a style that feels recognizable. We started our studies around an iconic fighting game item...the fight stick.
The fight stick is a controller or portable joystick used by the community to play their chosen game. The fight stick has a specific button setup to optimize playability and comfort. We took the formation of the buttons and used them as our icon for the FGC Meetups logo.
An icon started as an illustration and ended as a 4 circle (button) graphic representation placed exactly as found on an average fight stick.
With the logotype, we originally believed emphasizing "Meetups" and cornering the market on that term for the FGC community was the way to go. But after some talk, we decided to stay the course and emphasize FGC as it is instantly recognizable by the community no matter how it looks.
An all-caps, mascot-style logo was created. The logo was kept simple with a one-color setup making it clean and professional. We added the spiked edges to give it that final gaming logo feel.
A great, minimalistic but familiar look was created that sparked a growth in FGC Meetup subscribers in the first few months of the rebrand.
Assets included video, social media marketing, and stream transitions.
The trailer was to get the FGC scene HYPED about the relaunch of FGC Meetups. The social media engagement for this trailer was strong on all channels, including the LOWKICK Esports channels.
Storyboarded and edited by Ryan Porter.
Social Media Marketing
Social Media is the quickest way to reach out to the gaming community. Using a combination of Twitter, Instagram, and Facebook, we devised a social media marketing strategy to go with the collateral to get the community excited. Advertisements, as well as a calendar and featured tournament reminders, were made. The photos fell within the FGC Meetup photography guidelines. Using a dark navy color to represent Chicago and a deep red/burgundy to represent Skokie. Gamers are well aware of what Red vs. Blue dynamic.
The transitions feature well-known fighting game characters. The characters and sounds get the viewer hyped while waiting for the next round.
"They knew the slang and the terminology...working with Designers who are also Gamers made getting the concepts and terminology down painless."