TruPLay Games

Lead Brand Designer, style guides, & creative direction for TruPlay.

COMPANY

TruPlay Games

ROLE

Art Director

EXPERTISE

Brand Design

YEAR

2024

Brand Design & Art Direction

Developed and managed our evolving brand style guide, ensuring consistency across all visual touchpoints. Including brand design, UX/UI, Web, Social, Email, Multi-channel marketing campaigns.

I built and maintained our brand style guide to ensure consistency across all visual touchpoints—covering everything from color and type to UI and imagery. As the brand evolved, I refined the guide to keep it cohesive, adaptable, and aligned with our growing audience.

Color Guide
Established core colors for the brand and design system.
Key Art
Crafted standout visuals for games and marketing materials.
typography
Established a distinctive type system to reflect the brand’s voice and values
Color Guide
Established core colors for the brand and design system.
Key Art
Crafted standout visuals for games and marketing materials.
typography
Established a distinctive type system to reflect the brand’s voice and values
Color Guide
Established core colors for the brand and design system.
Key Art
Crafted standout visuals for games and marketing materials.
typography
Established a distinctive type system to reflect the brand’s voice and values
Color Guide
Established core colors for the brand and design system.
Key Art
Crafted standout visuals for games and marketing materials.
typography
Established a distinctive type system to reflect the brand’s voice and values

Color Guide
Established core colors for the brand and design system.
Key Art
Crafted standout visuals for games and marketing materials.
typography
Established a distinctive type system to reflect the brand’s voice and values
Color Guide
Established core colors for the brand and design system.
Key Art
Crafted standout visuals for games and marketing materials.
typography
Established a distinctive type system to reflect the brand’s voice and values
Color Guide
Established core colors for the brand and design system.
Key Art
Crafted standout visuals for games and marketing materials.
typography
Established a distinctive type system to reflect the brand’s voice and values
Color Guide
Established core colors for the brand and design system.
Key Art
Crafted standout visuals for games and marketing materials.
typography
Established a distinctive type system to reflect the brand’s voice and values

Brand, Marketing & Digital Experience

Lead creative for social media campaigns, motion graphics, and performance marketing—delivering assets for paid ads, email, and digital channels.

Landing Page Optimization [AB Testing & User Flows]

Landing Page Optimization [AB Testing & User Flows]

Lead creative for social media campaigns, motion graphics, and performance marketing—delivering assets for paid ads, email, and digital channels.

Brand, Marketing & Digital Experience

I design for engagement and conversion—leading creative across brand, product, and marketing campaigns. From paid ads to landing pages, I focus on aligning visuals with strategy, telling a clear brand story, and crafting intuitive user experiences that perform.

Marketing [Key Art]

Product Marketing [App Store, Growth Marketing]

App Icon

AB Testing of app icons in App Store and Google Play.

Landing Pages

AB testing and optimization of digital marketing funnels.

Multi-Channel Campaigns

Brand updates, game releases, and product updates.

Landing Page Optimization [AB Testing & User Flows]

Marketing [Key Art]

Branding

Every interaction with the TruPlay brand, from in-app experiences to marketing materials, is an opportunity to connect with our audience.

Style Guide Development

Developed a detailed style guide to unify TruPlay’s visual identity—covering typography, color, iconography, and brand voice across games, app, and marketing.

Brand Messaging Framework

In collaboration with the Head of Marketing and Growth Marketing Director to create our brand messaging framework to ensure clear, consistent communication across all platforms. This framework defined our brand voice, key messaging pillars, and tone, aligning them with our mission and values. By keeping the messaging cohesive, I helped build stronger connections with our audience, reinforcing the brand's identity and making sure every piece of content, from marketing materials to product descriptions, reflected our core message.

Implementation

Brought the brand to life across products and campaigns using Figma for design systems and Canva for scalable content creation.

Digital Asset Managment

Organized and maintained brand assets for easy access and consistency across teams using shared Figma libraries and Canva folders

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