Visual Strategy & AI-Driven Design for Game and Promotion Design
Year
July 2017 to present
What I did
-
Directed moodboards & visual proposals
-
Reviewed UI mockups & visual quality
-
Managed timeline & stakeholder alignment
-
Generated concepts via Midjourney AI
-
Pitched game/art direction to studios
-
Produced custom visuals with AI compositing
Aligning Visual Direction Through Moodboards, Competitor Insights & AI
To define and align visual direction for games and promotions, we typically use three key approaches: moodboarding, competitor analysis, and AI-assisted ideation.
These methods help bridge communication between stakeholders and designers, and the outputs often serve as valuable references for final game and promotion assets.
Competitor Analysis
Key Visual & Animation
Website Mockup
AI Tools
Mood
Board
Competitor Analysis
Mood Board
Key Visual
Website Mockup
AI Generated
Visual
Game Skin
Mood Board Driven Visual Strategy
This mood board explores six seasonal visual directions: Spring, Warm, Colorful, Plant, Easter, and Playboy Bunny. The goal was to define a festive and energetic tone using soft greens, pinks, and vibrant colors. While the timing overlaps with Easter, we intentionally avoided Easter eggs due to regional sensitivities in SEA markets. To echo the Playboy Bunny theme without overusing the original glamorous style, we proposed a colorful spring-inspired approach with playful visual cues and inclusive appeal.
Finalized through iterative discussions with stakeholders and visual exploration via mood boards, the key visual sets the tone and direction for the overall campaign's look and feel.
Using the approved key visual, we created website mockups tailored for various layouts and formats, including multilingual versions to support global market needs.
Mood Board
This mood board explores four visual directions for the summer campaign: Golden, Summer, Beach, and Palm Tree. The goal was to capture a vibrant and tropical atmosphere that balances live dealer elements with seasonal visuals. Key props such as chips, cards, sunglasses, and sand were considered to localize the campaign while maintaining brand clarity. The reference also guided styling, background textures, and composition for future visual production.
Finalized through iterative discussions with stakeholders and visual exploration via mood boards, the key visual sets the tone and direction for the overall campaign's look and feel.
Using the approved key visual, we created website mockups tailored for various layouts and formats, including multilingual versions to support global market needs.
 |  |  |  |  |  |
|---|---|---|---|---|---|
 |  |  |  |  |  |
Competitor Analysis Driven Visual Strategy
Case One: Sport Slot Promotion
Competitor Analysis & Idea Wireframe
This competitor analysis explores four visual directions for the sports-related campaigns: All-Star, basketball, and PK-themed events. Through competitor analysis, we gathered references for color palette, layout, trophy usage, and leaderboard visuals. Based on these insights, we developed idea wireframes that present team scores, countdowns, and jackpot information. Blending sports themes with slot gameplay features for better user engagement.
Finalized through iterative discussions with stakeholders and visual exploration via competitor analysis, the key visual sets the tone and direction for the overall campaign's look and feel.
Bringing Visual Direction to Life Across Web & UI
Using the approved key visual, we developed website mockups, user flow, animation, and a style guide adapted for various layouts and platforms.
 |  |  |  |  |  |
|---|---|---|---|---|---|
 |  |  |  |  |  |
Case Two: Magic Slot Promotion Reskin
Competitor Analysis
This promotion builds on the sports slot campaign as a reskin base. We referenced color palettes, themes, trophy icons, and leaderboard visuals. Core elements like team scores, countdowns, and jackpot displays were kept and reimagined with a magical theme to deliver a fresh yet familiar experience.
Finalized through iterative discussions with stakeholders and visual exploration via competitor analysis, the key visual sets the tone and direction for the overall campaign's look and feel.
Bringing Visual Direction to Life Across Web & UI
Using the approved key visual, we developed website mockups, user flow, animation, and a style guide adapted for various layouts and platforms.
 |  |  |  |  |  |
|---|---|---|---|---|---|
 |  |  |  |  |  |
 |
Case One: Sport Slot Promotion
Competitor Analysis & Idea Wireframe
This competitor analysis explores four visual directions for the sports-related campaigns: All-Star, basketball, and PK-themed events. Through competitor analysis, we gathered references for color palette, layout, trophy usage, and leaderboard visuals. Based on these insights, we developed idea wireframes that present team scores, countdowns, and jackpot information. Blending sports themes with slot gameplay features for better user engagement.
Finalized through iterative discussions with stakeholders and visual exploration via mood boards, the key visual sets the tone and direction for the overall campaign's look and feel.
Bringing Visual Direction to Life Across Web & UI
Using the approved key visual, we developed website mockups, user flow, animation, and a style guide adapted for various layouts and platforms.
AI Tools Driven Visual Strategy
Case One: Branded Slot Game Reskin
AI Generated
To accelerate visual development, we used AI-generated concept art to explore reskin directions without changing the existing game structure. This approach enabled rapid visual iteration and close collaboration with developers to test asset integration—resulting in an efficient branded slot game reskin process.
AI Reskin Slot Game: Operator Branded Game
The same method was later applied to quickly produce customized branded slot games for clients.
Competitor Analysis & AI Generated
I used competitor analysis and AI-generated visuals to explore and align on the game’s visual direction with stakeholders. Once the direction was confirmed, I collaborated with the art lead of the India studio to ensure the team had a clear creative reference for executing the slot game reskin.
