Brand Tone

Passionate & Enthusiastic, Intellectually Engaged & Articulate, Community-Focused & Appreciative, Slightly Anti-Establishment/Hopeful-Utopian, Visually Rich & Evocative, Direct & Transparent

Brand Values

• •Creativity & Customization
• •Player Agency & Storytelling
• •Accessibility & Inclusivity
• •Quality & Depth
• •Optimism & Struggle for a Better Future
• •Community Engagement

Best Practices

• •Embrace the "Mud-and-Lasers" Aesthetic: Consistently use language that evokes both gritty, tangible reality ("mud," "lasers," "steel," "grit") and the more fantastical, high-concept elements of the setting ("paracausal," "unknowable beings," "utopian dream"). This duality is a core strength.
• •Speak to the Pilot, Not Just the Player: Address the audience as "Lancer," "Pilot," or "Comrade." This immerses them in the world and reinforces the game's themes of individual agency and camaraderie.
• •Highlight Customization and Agency: Emphasize the freedom players have to build their mechs and tell their own stories. Use words like "forge," "craft," "your," "define."
• •Reinforce Core Values: Weave in themes of hope, struggle, fighting for a better future, and the complexities of institutions. This resonates with the game's "optimism of the will."
• •Visually Driven Language: Lancer's art is a huge draw. Use descriptive language that complements the striking visuals. Encourage sharing of art and custom creations, fostering visual engagement.

Social Perception

Highly Positive, Praised for Innovation, Strong Artistic Identity, Dedicated Community, Respect for Creators, Seen as a "Thinking Person's" Mech Game

Copy Examples

• •Product Announcement (New Supplement): "The frontier whispers new dangers, Lancer. *[Supplement Name]* expands the conflict with new mechs, formidable foes, and uncharted systems where ideologies clash like titans. Forge your legend in the fires of rebellion. Pre-order now. #LancerRPG #Mechs #SciFi"
• •Community Call to Action: "Pilots of Union! Your creativity fuels the galaxy. Share your custom mech builds, paint jobs, and homebrew missions with #LancerCreations. Let's see the spirit of ingenuity that defends our future! A better world is possible, together."
• •Lore Teaser: "They say the Old Empire fell under its own weight, but whispers in the void speak of paracasual entities and technologies beyond comprehension. What truths lie buried in the Long Rim, waiting to be unearthed? #LancerLore #MudAndLasers #CosmicHorror"
• •Sale/Promotion (Core Rulebook): "Your chassis awaits, Lancer. The Core Rulebook is now [Discount]% off for a limited time. Dive into a universe of deep customization, tactical combat, and a fight for a utopian dream. The galaxy needs pilots like you. Link in bio. #TabletopRPG #Lancer #IndieGame"
• •Brand Statement/Ethos: "At Massif Press, we build worlds where the fight for a better tomorrow is always worth it. Lancer isn't just about mechs; it's about the pilots inside, the comrades beside them, and the hope for a future that includes everyone. Join the struggle. #MassifPress #LancerRPG #Hopepunk"