Art Direction, UI/UX Design, Game Art
The goal on Transformers: Tactical Arena was to deepen the connection to the Transformers brand by leveraging its rich lore and catering to key player archetypes—collectors, strategists, and competitive players—through engaging visuals and design. This includes expanding character customization, team-building mechanics, and leaderboard-driven events with exclusive rewards. We also aimed to integrate storytelling across events, features, and community posts to create a more immersive experience while refining gameplay elements to keep players engaged and continuously coming back for more.
Cyber Pass
I led the visual and UX development of our Battle Pass feature. The goal was to create a compelling progression system that rewarded continued play with limited-time skins, exclusive cosmetics, and early access to powerful new characters. By combining clean, intuitive UI with premium-feeling visuals, we created a system that felt rewarding, seasonal, and worth the upgrade.
How To
CyberPass (Base)
Premium Upsell
CyberPass+
Squads
I spearheaded some much-needed user experience improvements to the Squads feature. With over 70 different character cards (and counting!) - we needed to prioritize breaking up the content into digestible/filterable categories, improving character recognition, along with general UI visual updates.
Several of our competitors who have card-based games based on well-known IPs - have leaned heavily into the real world IP content (comics, shows, etc.) and by adding character specific logos onto the card art - we too can celebrate the history of the Transformers IP.
UI Updates
In-Game UI
Battle UI Preview
I had a lot of fun helping shape the voice of our marketing platform, collaborating closely with our social media manager to develop a tone that felt equal parts elevated, while also self-aware. We leaned into humor as a powerful tool for engagement—crafting slick graphics paired with playful, nostalgic copy that resonated with both long time Transformers fans and new players. The result was a brand voice that felt confident, charismatic, and 'in on the joke.'
