Jam City
CREATED MARKETING AND DIGITAL DESIGN FOR JAM CITY'S PORTFOLIO OF MOBILE GAMES, INCLUDING DISNEY EMOJI BLITZ, DISNEY POP TOWN, AND HARRY POTTER: HOGWARTS MYSTERY. THE WORK SPANNED APP STORE EXPERIENCES, ADVERTISING, SOCIAL MEDIA, PROMOTIONAL CAMPAIGNS, AND SEASONAL CONTENT, REQUIRING CREATIVE THAT COULD CAPTURE ATTENTION QUICKLY WHILE STAYING CONSISTENT WITH ESTABLISHED GAME WORLDS AND BRAND GUIDELINES.
Client
Jam City
DELIVERABLES
DIGITAL ADVERTISING SOCIAL MEDIA CAMPAIGN CREATIVE IN-GAME GRAPHICS
Year
2021
Role
DESIGNER
MOBILE GAMES COMPETE FOR ATTENTION IN HIGHLY SATURATED DIGITAL ENVIRONMENTS. CREATIVE NEEDED TO COMMUNICATE THE PERSONALITY OF EACH GAME ALMOST INSTANTLY WHILE GIVING AUDIENCES A REASON TO CLICK, DOWNLOAD, OR RETURN TO THE GAME. AT THE SAME TIME, JAM CITY MANAGED MULTIPLE TITLES WITH DISTINCT AUDIENCES, CHARACTERS, AND VISUAL IDENTITIES. MARKETING CREATIVE NEEDED TO FEEL FRESH AND PLATFORM-NATIVE WHILE REMAINING RECOGNIZABLE TO EXISTING PLAYERS AND CONSISTENT WITH EACH GAME'S ESTABLISHED BRAND. THE CHALLENGE WAS TO PRODUCE A HIGH VOLUME OF CAMPAIGN ASSETS WITHOUT ALLOWING SPEED AND SCALE TO COMPROMISE CREATIVE QUALITY OR BRAND CONSISTENCY.
THE RESULTING CREATIVE SYSTEM SUPPORTED JAM CITY'S ONGOING MARKETING NEEDS ACROSS MULTIPLE MOBILE GAME PROPERTIES AND DIGITAL TOUCHPOINTS. CAMPAIGN CONCEPTS WERE TRANSLATED INTO COHESIVE SETS OF ASSETS THAT MAINTAINED VISUAL CONTINUITY WHILE ADAPTING TO THE REQUIREMENTS OF EACH PLATFORM.
THE WORK COMBINED ENTERTAINMENT-FOCUSED ART DIRECTION WITH PERFORMANCE-ORIENTED MARKETING DESIGN, CREATING VISUALS THAT COULD COMMUNICATE GAME UPDATES, CHARACTERS, PROMOTIONS, AND SEASONAL MOMENTS QUICKLY AND MEMORABLY.
THE RESULTING CREATIVE SYSTEM SUPPORTED JAM CITY'S ONGOING MARKETING NEEDS ACROSS MULTIPLE MOBILE GAME PROPERTIES AND DIGITAL TOUCHPOINTS. CAMPAIGN CONCEPTS WERE TRANSLATED INTO COHESIVE SETS OF ASSETS THAT MAINTAINED VISUAL CONTINUITY WHILE ADAPTING TO THE REQUIREMENTS OF EACH PLATFORM. BY DEVELOPING FLEXIBLE CREATIVE APPROACHES RATHER THAN ISOLATED ASSETS, THE TEAM WAS ABLE TO MAINTAIN A CONSISTENT VISUAL PRESENCE ACROSS RECURRING CAMPAIGNS WHILE SUPPORTING THE RAPID PRODUCTION CYCLES REQUIRED FOR LIVE MOBILE GAMES.
