Social and campaign art direction for Avalon, a fantasy MMORPG. I shaped a visual system for presenting weapons, armor, monsters and campaign moments across its social presence.
I shaped Avalon’s social and campaign art direction, creating a visual system for a fantasy MMORPG. The work ran across community campaigns and the presentation of weapons, armor, monsters and key project moments.
Avalon covered a wide range of social content: community posts, campaign assets, weapons, armor and monsters. Each piece came from a different part of the project. The challenge was creating one visual language that held everything together, from a Discord post to a hero weapon render.
I set the visual direction for Avalon’s social presence first: a color palette, a type hierarchy, a reusable HUD language and a modular graphic system. I then applied it across weapon and armor posts, monster portraits and wireframes, and campaign assets for milestones and events, so every piece felt part of the same world.
The system carried more than 140 assets across eight months of development, from the brand reveal to community milestones like the 300K quest users campaign. Concept work and presentation translated into a playable world, captured in-engine, without losing the visual language along the way.
- Visual Identity & Brand System
- Campaign & Community Design
- Weapon & Armor Presentation
- Monster Presentation
- Social Art Direction
