Art Direction / Merchandise
Brand art direction and physical merchandise celebrating Supercell IP and studio culture.
Bespoke studio merchandise and physical product design celebrating Supercell's London expansion.
Following the opening of Supercell’s London studio, the company required a bespoke collection of merchandise for the internal teams. The challenge was to create premium, culturally resonant products that moved beyond generic corporate merchandise. The brief demanded a nuanced creative concept that seamlessly united Supercell’s brand identity and gaming universe with iconic, instantly recognisable London iconography.
I developed a tactile product range centred on clever visual crossovers between British culture and Supercell’s creative portfolio:
River Thames Scarves: I designed a series of knitted scarves in variations of the Supercell colour palette, winding a simplified River Thames through the master wordmark.
London Underground Keyrings: I reimagined the classic London Underground roundel, replacing station names with iconic in-game locations across Supercell IP. The final physical units were manufactured from sustainable wood.
Art direction and visual design for Supercell's Hay Day visual guidelines, establishing a heritage print aesthetic rooted in authentic farm catalogue ephemera.
As one of Supercell’s flagship global titles, Hay Day required a refreshed, definitive visual guidelines document to align internal and external creative teams. The challenge was to create a thematic style guide cover that embodied the soul of the IP. The brief demanded a rugged, tactile aesthetic reminiscent of mid-century agricultural catalogues and vintage packaging, while remaining strictly faithful to the game's clean, established visual identity.
I led the art direction and visual execution for the cover concept from initial research through to final asset delivery:
I developed multiple distinct aesthetic options exploring varying levels of distress, graphic framing, monochromatic halftones, and vintage linework illustration.
I evolved the chosen concept combining official 3D character renders with weathered textures, retro script lettering, halftone dot screens, and the core Hay Day colour palette to create a cover that feels authentic to the game world.
Other Projects
