The brief was two words: make it fun. Dream Pub Studio was a browser game for Star Pubs, and my role covered the visual identity, the creative system the game is built around, all the interface assets, and the social content to launch it.

The design decision that shaped everything was to build from the game world out, not the brand in. Rather than applying a visual identity to a game, I created one that grew from the same logic as the game itself. The hero visual was a large-scale isometric scene with the logo at its centre, surrounded by the full cast of assets I'd built for the game. Classic video game geometry, but functioning as a working creative system. Every individual asset pulled from that single master image, which kept the production workflow clean and the visual language consistent throughout.

Populating that world was where the project came alive. Hundreds of individual items, characters, and props, all built to feel like they belonged to the same place. I pushed into AI-assisted animation on this one further than I had before, using it to add another layer of movement and life to the assets. The identity didn't just have to look the part. It had to make you feel how the game plays.