Brand + Streaming Proposal · April 2026
LUDOLOGY
LAB
A Four-Phase Strategy for Leland Fecher
Prepared For
Leland Fecher
Ludology Lab
Prepared By
Luanne + Joey
CVX Agency
Engagement Type
Phased · Project +
Retainer
Date
April 2026
Confidential
"All play matters. The table's better full."
Scroll to explore
The Roadmap
Four Phases. One Direction.
Phase 01 · Immediate
SHOW UP →
Establish the visual identity for Mayhem (and Kinky) — consistent across both channels, every stream, every platform. Consistent visuals create the repeated exposure that builds recognition, and recognition is what makes every other phase of this strategy work. People have to recognize what they're looking at before they can remember it.
Streaming Brand Kit OBS Assets (×2) Twitch + YouTube ~2–4 Weeks $400–625 Flat
01
Phase 02 · Month 1 Onward
SHOW OUT →
Raw stream footage goes in — permanent, findable content comes out. Streams create the base content material, CVX edits/creates and posts finished content, and that content helps your audience find you whenever they're online.
Social Retainer Evergreen Content Always-On Presence $300 Pilot → $400/mo
02
Phase 03 · When the Time is Right
LAUNCH →
LudologyLab gets its full brand identity — logo refresh, brand guidelines, visual system — informed by and visually connected to the streaming brands built in Phase 1. The brand awareness and community created from the streams have laid the groundwork for the Launch to be visible to its audience.
Ludology Lab Rebrand Brand Guidelines ~$500 · TBD Timing
03
Phase 04 · As Needed
SCALE →
Campaign assets, event support, new product launches, and any special projects that emerge as the community grows. Quoted per project.
Project-Based Quoted Separately No Commitment Required
04
Phase 01 — Show Up
Where You're Starting

Ludology Lab has been your pet project — a name, a vision, a card game, an adventure module, and a lot of untapped potential. This is the moment the tarp comes off. The goal isn't just to look better on relaunch — it's to define the streaming presence clearly enough that the people looking for new playmates and fellow adventurers can actually find it and recognize it as theirs.

Who You're Already Building For
Project ALPACA's Kickstarter community gives us a head start here. The people who backed it are indie game enthusiasts who find things before they're famous — strategy-minded, thematic, comfortable spending real money on a small-run game when they trust the creator's vision. They don't need a big brand. They need to feel like they found something.
How This Works
Leland brings the ideas, the games, and the creative energy. CVX figures out how to communicate all of that to the world and makes it happen. Tell us where you want to go — we handle the rest.
Channel Strategy Recommendation
Leland's Channel
Stream as Mayhem
The personality people tune in for. Mayhem is the face — LudologyLab is the brand behind it that surfaces when there's something to launch.
Alison's Channel
Stream as Kinky
Her own channel, her own audience — growing alongside Mayhem's. Every co-stream naturally cross-promotes both channels without any extra effort from either of you.
On the LudologyLab Channel
The existing LudologyLab Twitch carries history and searchability — worth keeping. Recommendation: stream primarily from Mayhem and Kinky's personal channels and use LudologyLab as a secondary hub tied to product launches or LudologyLab podcast.
Streaming Brand Kit — Deliverables

Every time someone sees the same colors, the same overlay, the same aesthetic across Mayhem's channel and Kinky's channel, they're building an association. Recognition has to be built before it can be leveraged. This is where that work starts.

Solo or Duo — Your Call
All deliverables below are scoped for both Mayhem and Kinky streaming independently. If Alison isn't streaming on her own channel, the package adjusts to Mayhem only — same visual system, one channel set instead of two. Duo (Mayhem + Kinky): $625 · Solo (Mayhem only): $400. Either way, the system is built so Kinky's assets can be added later without starting over.
BOTH
CHANNELS
Shared Visual System
Color palette, typography, and design language that ties both channels together. The foundation everything else is built on. One system, two expressions.
OBS
PACK ×2
Custom OBS Scene Packs
Webcam frame, stream overlays, and alert graphics (follow, subscribe, raid, donation) for both Mayhem and Kinky. Starting Soon, BRB, and End screens for each. Ready to import into OBS — co-stream layout considered in the design.
TWITCH
×2
Twitch Profile Assets
Offline banners, About/Schedule/Socials panels, and channel headers for both channels. What first-time visitors see before you're even live.
YOUTUBE
×2
YouTube Channel Art
Channel banners sized for desktop and mobile, plus profile icons — for both Mayhem and Kinky's YouTube channels. Consistent with Twitch assets across both.
A Free Strategy Note — The Ludo Sound Bit
The cult classic film Labyrinth had a character named Ludo — who also had highly clippable reaction sound bites like "Ludo sad" and "Ludo scared." Using clips like this as a reaction/event sound in stream would train the audience to hear and recognize the word "Ludo," build passive name association with LudologyLab, and serves as a fun culture reference to connect with your audience.

One important note: using audio directly from the film carries copyright risk — Twitch and YouTube content ID systems can mute VODs or flag recordings. The cleaner move is commissioning a soundalike — a voice actor doing a Ludo-style character voice recording a handful of original clips. Fully owned, zero copyright exposure.

Expected cost: $15–50 on Fiverr for a short character voice package. A small one-time investment that works for the lifetime of the channel.
Timeline + Revisions
Delivery
2–4 Weeks from Kickoff
Week 1: align on direction. Weeks 2–3: design and build. Week 4: final delivery and walkthrough.
Revisions
One Round Included
One consolidated revision round across all deliverables. Additional rounds quoted before any extra work begins.
Phase 02 — Show Out
The Content Retainer

Leland (and Alison) go live — CVX handles the rest. Raw stream footage in, 12 posts a month out: edited, captioned, formatted, published. Streams create content, so audiences can find you whenever they're online — not just when you happen to be live.

But the content goal here is bigger than clips. "Ludology" is the academic study of games — that's the name on the company. The content should reflect it. Leland isn't just another tabletop streamer — he's studied how they work, and even created his own.

MONTHLY
Social Content Creation + Posting
3 posts per week · 12 per month. Short-form clips, captions, and formatting for each platform across both channels. Requires raw stream footage from Leland on a regular weekly schedule. No footage, no content — that's the deal.
INCLUDED
Game Analysis Content Layer
Some of every month's content is specifically selected and framed for the analytical angle — game design observations, mechanic breakdowns, the "why does this work" moments pulled from stream.
MONTHLY
Analytics Check-In
A regular look at what's working and what to adjust. Plain language, no jargon — just an honest read on how the content is performing.
WEEKLY
Weekly Check-In
A weekly call at the start of the retainer — not a formal meeting, just a catch-up. What's Leland working on, what's coming up, anything shifting.
Tips for Getting the Most Out of This
TIP
Stream consistently before starting the retainer. Two streams a week gives CVX enough raw material to work from. Inconsistent streaming means inconsistent content.
TIP
Talk about games, not just play them. The most shareable moments will be when Leland explains why something works — a mechanic, a design decision, a ruleset. That's the Ludology Lab content signature, and it's what builds an audience of game designers, not just game players.
TIP
Co-stream nights are your best content nights. If Kinky is streaming alongside Mayhem, those are the nights CVX will prioritize for clips — two personalities, natural chemistry, and cross-promotion built into every moment.
What Success Looks Like
Not a follower count. The right audience finding Ludology Lab — tabletop players, TTRPG fans, people who would genuinely love what Leland is building and keep coming back for it. Audience quality over audience size, always.
A Natural Next Step — The Podcast
If the game analysis angle resonates on social, a podcast is the logical extension. Not a big production — just Leland and a guest talking about a game, a mechanic, or what it actually takes to design one. Low overhead, permanent content, and an audience that reads and listens as much as it watches.

CVX isn't scoping this right now — it's something to build toward once Phase 2 is running and the content rhythm is established. When the time feels right, we'll have that conversation.
Phase 03 — Launch
The LudologyLab Rebrand

LudologyLab is the product brand — the name that goes on the card game, the adventure module, the Kickstarter. It doesn't need to lead right now. It needs to be ready to arrive into an audience that already knows it — which is exactly what Phase 1 and 2 are building toward.

About the Rebrand
The LudologyLab rebrand will be informed by the visual language already established for Mayhem and Kinky — not a match, but a clear family resemblance. When a Mayhem viewer encounters LudologyLab for the first time, the association should happen before they've read a single word. That's the whole point of building it this way.
What Triggers This Phase
An upcoming product launch, Kickstarter, or any moment where LudologyLab needs to show up as a real brand. When that moment is 8–12 weeks out, that's when we scope and kick off Phase 3. By the time Phase 3 kicks off, CVX won't be guessing at the brief — two phases of content, audience growth, and Kickstarter history will have already told us exactly who we're building for.
DELIVER
01
Logo Refresh + Variations
Modernized primary logomark, light/dark versions, and icon-only variation. Vector and web-ready formats. This is a refresh of the existing mark — not starting from zero. If a full redesign is the right call, we'll flag it before touching anything.
DELIVER
02
Brand Guidelines One-Pager
A single visual reference document — color palette, typography, voice and tone, imagery direction, logo usage. Everything a designer, collaborator, or AI tool needs to work from immediately.
Timeline + Revisions
Timing
Scoped When Ready
Phase 3 is quoted and kicked off when there's a product moment on the horizon. No deposit, no commitment until that conversation happens.
Delivery
~2–3 Weeks
Faster than Phase 1 — by this point CVX knows the brand deeply. One revision round included.
Phase 04 — Scale
Project Support

Once the audience exists and LudologyLab is a real brand, there will be moments that need dedicated creative support — a new game, a convention, a Kickstarter, a collab. Every project in this phase gets its own scope and quote. Reach out when something's coming and we'll figure out what it needs.

Examples of What This Could Look Like
EX
Kickstarter campaign assets — campaign page visuals, social graphics, video thumbnail treatments, stretch goal announcements. Project ALPACA proved the model works — Phase 4 is where the next campaign launches into a real brand.
EX
Convention or event presence — booth graphics, signage, printed materials, social content for the event window.
EX
Podcast launch support — if the analytical content layer evolves into a formal podcast, Phase 4 handles the creative: cover art, episode graphics, launch campaign, platform presence.
EX
New product launch — launch campaign, announcement graphics, coordinated social push timed to release.
EX
Merch design — apparel and product graphics built from the LudologyLab brand system.
How to Engage Phase 4
Reach out to Luanne or Joey directly when something's on the horizon. We'll scope it, quote it flat where possible, and build it into whatever's already happening. No cold starts — by this point we know the brand as well as you do.
Investment
Pricing Summary
Phase 01 — Streaming Brand Kit
Shared visual system · OBS scene packs · Twitch assets · YouTube channel art
One revision round included · ~2–4 week delivery
Duo (Mayhem + Kinky): $625  ·  Solo (Mayhem only): $400
$400–625
One-Time · Flat Rate
Phase 02 — Content Retainer · Pilot
12 posts per month · creation + posting · game analysis content layer
Analytics check-in · weekly call · 30-day pilot rate
Requires raw stream footage from Leland and/or Alison
$300/mo
Optional · Pilot Month
Phase 02 — Content Retainer · Ongoing
Same scope · begins after 30-day pilot review
Month-to-month · pause or end with two weeks notice
Content in progress at cancellation is completed and delivered
$400/mo
Optional · Standard Rate
Phase 03 — LudologyLab Rebrand
Logo refresh + variations · Brand guidelines one-pager
Scoped and quoted when a product launch is on the horizon
Estimated ~$500 flat · ~2–3 week delivery
~$500
Future · Est. Rate
Phase 04 — Project Support
Campaign assets · event graphics · product launches · podcast launch · merch
Quoted per project · no commitment required
TBD
Per Project
To Get Started Today
50% deposit · Solo $200 · Duo $312.50
$200–312
Section 06
The Practical Stuff

Nothing complicated — just the details that keep things clear and fair for both sides. Everything upfront, nothing buried.

Payment
50% deposit to kick off Phase 1. Remaining 50% due on final delivery. Retainer billed at the start of each month. Phase 3 scoped and deposited separately when the time comes.
Revisions
One consolidated revision round included per phase. Additional rounds quoted and agreed on before any extra work begins — no surprises.
File Ownership
All final files belong to Leland (and Alison) upon final payment. Delivered in source files and web-ready formats — yours to use however you need, forever.
Retainer Flexibility
Month-to-month, no long commitment. Either side can pause or end with two weeks notice. Content in progress at cancellation gets finished and delivered.
Content Footage
The retainer runs on raw stream footage. Regular delivery of recordings is required for the content calendar to stay on schedule. No footage, no content.
Future Work
Anything beyond the defined phases gets its own conversation, scope, and quote. Nothing is assumed, nothing is added without agreement.
When You're Ready
1
Say yes
Reply and we'll send a simple agreement and 50% deposit invoice — usually same day.
2
We get to work
We already have what we need from our first conversation. No lengthy onboarding — we confirm direction and start building.
3
You focus on the fun part
Stream. Create. Make games. Tell us where you want to go — we'll handle the how. That's what this partnership is for.
Proposal Good Through May 15, 2026
Pricing and availability are held through May 15, 2026. Questions before then? Just reach out to Luanne or Joey — happy to talk through anything.