Beatstar was a hit mobile rhythm game where players tap to the beat of popular songs. It amassed nearly 100 million downloads and had a player base of over 60 million users globally. As Art Lead, I was responsible for creating key visual assets that supported player progression, monetisation, and long-term engagement.
The Tour Pass was Beatstar’s monthly progression system, featuring free and premium reward tracks. Each month required fresh, thematic artwork to promote the new Tour Pass while remaining visually consistent with the game’s overall brand. It felt too conceptual and lacked an identity in it's current format.
I designed the monthly Tour Pass key art and theme, ensuring each piece felt bold, thematic, and instantly engaging. The artwork was adapted across in-game menus and promotional materials, acting as the first point of contact for new content. One key change I made to the artwork going forward was to make the Beatstar tile the 'main character' to reinforce Beatstar's identity at a glance.
Once the key art was approved, my next task was to design and mock up the art in-game, and create the 'merch' that came with each Tour Pass. Below are two examples of how the theme of each Tour Pass dictated the feel of the merch that came with it.
Rank badges were a core part of the player experience. As the game scaled, we started running into a problem where new badges were beginning to feel visually similar to earlier ranks as a design system was not in place.
I rethought the approach entirely, developing a modular badge system built around a clear set of rules governing shape, colour, and visual hierarchy. Working closely with the development team, we turned that ruleset into a small internal tool that anyone in the studio could use to generate the exact badge they needed.
Deluxe Mode introduced a new, high-stakes gameplay experience with tougher challenges and premium rewards. It needed a distinct visual identity that communicated exclusivity while fitting seamlessly into the wider game.
I created the Deluxe Mode icon, alongside supporting 3D models and static sprites that would be shown while playing Beatstar. The design language emphasised a premium, energetic feel to mirror the elevated challenge.
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