Project Date
Creative Direction


Jagex Games Studio joined forces with Hasbro to produce an online Transformers computer game. The brand had to be sensitive to the Hasbro Transformers guidelines while creating its own unique style.

I hired and led the design team for the project which ran across the website, events, merchandise and videos. We ensured brand consistency throughout the project which involved collaborating with other teams including the game and marketing teams.

We wanted the marketing materials to be true to the game which meant working with the modellers and animation teams to capture actual in-game footage for use in the promotional materials.

A key focus of the project was to portray characters of the game with their own personality, carrying specific traits through from the game into the promotional campaign.