Lynx

Finnish snowmobile brand Lynx needed to sell more sleds, build loyalty amongst riders and energise employees and dealerships alike, Lynx needed to reclaim its edge and break into North America. Inspired by the toughness inherent in the products and their riders, we built a brand around the uniquely Finnish understanding of resilience, Sisu. Bringing this idea through a bold new identity and comms platform,  Sisu has driven Lynx to new heights, created a new tribe of loyal riders, and enabled Lynx to expand into North America. 

Where it started
Finnish snowmobile brand Lynx was getting lost in a crowded marketplace. Product parity, a reliance on industry conventions, and a relentless model launch pipeline had meant they had lost their edge, their character, and their connection to the next generation of riders. What’s more they had ambitions to launch in North America.  

The journey
Lynx isn’t like other snowmobile brands, and nor are their riders. Their models are built with a toughness beyond the rest of the category, even used by several militaries, and many mountain rescue operations. Lynx riders have a different attitude and mindset to other riders – first on the snow and last off, pushing harder, going further, in any and all conditions – if there’s snow they’re on it. Both machine and rider are tough to the core. It turns out that toughness has a deep meaning in Finland. Sisu is a concept deeply rooted in Finnish culture of resilience, grit, and determination, that is intrinsically connected with the harshness of the conditions the Finnish culture has evolved in.  

Sisu became the brand idea. Connecting the seasoned sled-heads alongside Lynx’s unique truth about their sleds, while creating a connection with existing and new riders about a shared attitude, but within a distinctive and ownable framing of Finnish culture.  

With the strategic foundations in place, we brought Sisu through a new mark and brand world that conveyed it, extending over every touchpoint of the business, inside and out. And from there we developed a comms campaign that looked like nothing else in the category celebrating Finnish toughness, and showing how the attitude came through both their models and riders.  

Where we are now 

We have created year-on-year success with our multi-channel global brand campaigns with more than 2 million impressions on our 2026 film, helping to position Lynx for future growth as it continues to push into the North American market.