Art, icons, in-game UI and store assets across a run of casual mobile titles. Casual is a different discipline from AAA: the icon has to survive at 48 pixels, and the store screenshot has to explain the game to someone who reads nothing.
Multiple mobile publishers2024 — 2025Unity
Client
Multiple mobile publishers
Engine
Unity
Platforms
iOS, Android
Year
2024 — 2025
Duration
Rolling, per title
Team size
2 — 6 people per title
Disciplines
2D art & iconography, UI design, Store asset production, Localisation handling
Artwork from our archive. High-resolution originals are available on request under NDA.
Production stills
The brief
What the client needed.
Casual titles live or die on acquisition — the icon and the first two store screenshots decide whether the game is ever installed — yet they are usually produced last, by whoever is free. The client needed a repeatable pipeline rather than a bespoke art direction exercise per title.
How we ran it
Legibility-tested every icon at 48, 72 and 180 pixels before sign-off; a silhouette that failed at 48 was redrawn, not resized.
Shared one icon frame and lighting convention across titles, so a publisher’s store page reads as one family.
Wrote store screenshots as a four-beat story: what it is, how you play, why it feels good, what you get.
Kept UI text in layers rather than baked into artwork, so localisation needed no redraw.
Maintained a component sheet per title, so seasonal and event skins ship without new design work.
Result
A repeatable casual pipeline covering icons, store sets, in-game UI and event skins.
Icons produced once and reused across store listings, in-game and ad creatives.
Localisation expanded to a dozen languages without redrawing a single screen.
Titles in this set spanned puzzle, merge, bubble-shooter and idle genres.
