DuelLingo

"DuelLingo" is a brand concept video I designed in response to the Duolingo 2025 D&AD brief.

CONCEPT

Inspired by cultural touchstones such as Pokémon, DuelLingo is a language-based battle game where players compete around the world by completing quick-timed language puzzles to win fights. Victories allow players to grow their avatars and contribute to their country’s win tally on a global leaderboard, unlocking weekly rewards.

OUTCOME

Inspired by cultural touchstones such as Pokémon, DuelLingo is a language-based ‘battle’ game where players compete around the world by completing quick-timed language puzzles to win fights. Victories allow players to grow their avatars and contribute to their country’s win tally on a global leaderboard, unlocking weekly rewards.

OUTCOME

LEARN

Short, quicked timed puzzles are an effective way to get users to work on their timing when learning a new language. It also creates an intensity that translates well to the 1v1 battle format and keeps players engaged in the relationship between learning and battling.

COMPETE

The global competition aims to raise the stakes for players but also create a sense of unity around language learning, as people across the world are taking part in the same live, global event. 

GROW

The goal behind the avatar growth is  for the player to have a stronger representation of their learning development. A 'new' avatar has a stronger tie to player, creating a better reward system as opposed to a minor level or badge change.

DuelLingo