Work Five case studies

Branded work inside a live game, and the design practice behind it.

Each case study names what I did myself and what the wider team or the client delivered. Where a project is still waiting on material, the page says so rather than filling the gap.

Counter-Strike 2 gameplay: a purple branded skybox above the map and SkinBaron artwork on a cooling tower

01 Creative direction · Game asset design · Technical implementation

Building a new canvas for in-game advertising

Allstar Gaming · Counter-Strike 2

A research-driven Source 2 asset replacement workflow that turns parts of a live game into space a brand can occupy — reverse engineering, asset design, custom effects, implementation, testing and iteration.

Creative direction
Reverse engineering
Game asset design
Custom effects
Testing & iteration

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Counter-Strike 2 gameplay with a Corsair-branded skybox and branded gloves in frame

02 Product adaptation · In-game implementation

Bringing Corsair into Counter-Strike 2

Corsair × Allstar

A branded gaming headset built onto existing Counter-Strike character models — keeping a real product recognisable once someone else's engine is doing the rendering.

Product visual adaptation
Character model work
In-game implementation

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Counter-Strike 2 gameplay with red velvet cookie splatter replacing the default impact effect

03 Concept · Characters & effects

Turning gameplay into a cookie campaign

CTRL × Allstar

Cookie-themed characters, crumbs in place of blood, and a set of customised game assets that make a snack brand funny instead of intrusive.

Campaign concept
Character design
Custom effects

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Thunderpick activation in Counter-Strike 2: a storm outside the windows and blue impact marks on the concrete

ExitLag activation in Counter-Strike 2 gameplay on the Anubis map

Clash activation in Counter-Strike 2 with green branded gloves

04 Art direction · Branded asset systems

Reinventing game visuals for brands

Five Allstar activations

Thunderpick, a Twitch collaboration, ExitLag, Clash and a seasonal house takeover. Five brands, the same four surfaces underneath, five different readings of what a brand looks like when it is made of game assets.

Art direction
Branded asset design
Custom effects
In-game implementation

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05 Brand identity · Print · Web & UI

Selected brand & digital design

Fourteen projects

Brand guidelines, logos, packaging, podcast artwork, print and websites. The commercial design practice the in-game work is built on, and the part of the portfolio that travels furthest outside gaming.

Brand identity
Packaging
Print
Web & UI
Illustration

See the collection

Reserved slot — not published

Independent art direction concept

Self-initiated concept work, to be labelled as conceptual rather than commissioned. Remove this card from the live site until there is a project to put in it.

06 Self-initiated · Concept

Independent art direction concept

Personal work

A reserved place for self-initiated work, marked as a concept so it is never mistaken for a client project.