Finnish snowmobile brand Lynx needed to get ahead of the competition, connect with a new generation of riders, and break into North America. Inspired by the toughness inherent in the models 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. 

Edged out
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.  

Built tough 
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.  

Born tough  
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.  

Year-on-year success 
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.