Client
Steamforged Games
Year

2024

Disciplines
  • 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 acclaimed tabletop fighting game, bringing together every previously published expansion alongside an all-new addition to the series.

My role centred on consolidating the extensive range into a cohesive product line, translating numerous standalone releases into three distinct series sets. Alongside this, I worked closely with the lead game designer to develop the visual identity for the brand-new expansion, Lament of the Blood Moon, ensuring it felt at home within the established Street Masters universe while giving it a recognisable identity of its own.

The final project spanned four boxed products plus an entry level retail edition, including game boards, cards, rulebooks and packaging. Beyond the physical game, I also directed the visual output for the crowdfunding campaign, producing the Kickstarter page, marketing assets and launch trailer. Every touchpoint was designed to feel consistent with the game’s bold visual language, creating a unified identity across both the product and its campaign.

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.