Building an Authentic Esports Brand
Studio Kiln's rebranding of Fellowkids showcases the importance of embracing fandom culture to create genuine connections with communities.
When an agency specializing in esports marketing needs to rebrand, the stakes are high, as the audience is the gatekeeper of authenticity and can spot corporate posturing easily.
They're the ones who've watched countless brands attempt—and fail—to seem relatable through clumsy memes and forced references.
The resulting rebrand treats fandom culture as something worth celebrating, rather than a consumer segment to be targeted and monetized.
Author's summary: Studio Kiln built an esports brand by embracing fandom culture.