Steamforged Games
Year
2024
Role
Art Director / Senior Graphic Designer
Scope
- Art Direction
- Layout Design
- Brand Design
- Storyboarding
- Video Direction
- Crowdfunding Page Design
Originally published by Blacklist Games and acquired by Steamforged Games, Street Masters: Champion Edition was conceived as the definitive release of the tabletop fighting game, bringing together its existing catalogue alongside the all-new Lament of the Blood Moon expansion.
I led the update to the graphic design and visual direction across the range, consolidating multiple standalone releases into a cohesive product family while working with the lead game designer to establish a distinct identity for the new expansion. The final range spanned four boxed products and an entry-level retail edition, covering packaging, game boards, cards, rulebooks and components.
Beyond the physical game, I directed the visual output for the crowdfunding launch, extending the identity across the Kickstarter campaign, marketing assets and trailer to create a consistent experience from product through to promotion.
Here comes a new challenger!
Street Masters: Champion Edition brought together years of existing content from the tabletop fighting series alongside an entirely new expansion, Lament of the Blood Moon.
The challenge was to consolidate material originally developed across multiple releases into a cohesive definitive edition, while retaining the identity existing players recognised. Alongside this, the new expansion needed a visual language that felt distinctly its own while remaining unmistakably part of Street Masters.
During the concept phase for the box art, I explored a series of packaging directions inspired by the visual language of the 16-bit era. Each concept paid homage to the iconic game boxes that shaped the look and feel of classic console releases.
The three directions (“Blast Processing”, “Pro Gear Spec” and “Mode 7”) drew inspiration from the Mega Drive, Neo Geo and Super Nintendo respectively, each capturing the distinctive character of its era while establishing a unique creative route for the product.
Ahead of the crowdfunding campaign, I directed a launch trailer to support the marketing campaign introducing the new edition to both existing fans and new audiences. The goal was to capture the fast-paced, arcade energy of Street Masters and translate the tabletop experience into a dynamic promotional piece.
The trailer combined cinematic product photography, miniature footage and gameplay moments with an immersive soundtrack and paced editing. Each element was designed to reinforce the game’s bold visual identity while maintaining momentum from start to finish.
