Created the brand identity and visual world from the ground up ✔
Developed a distinctive visual system across packaging and game assets ✔
Turned a satirical concept into a cohesive, recognisable consumer product ✔
Developed a distinctive visual system across packaging and game assets ✔
Turned a satirical concept into a cohesive, recognisable consumer product ✔
✔ Designed the identity, typography, cards and physical experience
✔ Took the project from initial idea through prototyping and production
✔ Took the project from initial idea through prototyping and production
Context:
In Greed We Trust is an original party game built around one ridiculous premise: players become entrepreneurs pitching increasingly questionable products to investors, combining products, features and opportunities to create the most convincing pitch.
I wanted the visual identity to feel like it belonged to that world, borrowing from corporate ambition, money and startup culture while keeping the game playful and immediately accessible.
The Challenge:
The game contains several different card types and a lot of information, but needs to be understood quickly in a fast-paced social setting. The challenge was creating a visual system that made each part of the game instantly recognisable while giving the whole product a strong, ownable personality.
My Role & Solution
I created the concept, brand and visual system end-to-end:
- Developed the overall creative direction and identity around the game's themes of money, ambition and absurd entrepreneurship
- Created distinct visual systems for Product, Feature and Opportunity cards while maintaining one cohesive brand language
- Designed the typography, iconography, layouts and supporting graphic elements
- Extended the identity across the physical product and packaging to make the game feel like one complete brand experience
- Iterated the design alongside gameplay development and playtesting, balancing visual personality with usability and clarity
- Developed the overall creative direction and identity around the game's themes of money, ambition and absurd entrepreneurship
- Created distinct visual systems for Product, Feature and Opportunity cards while maintaining one cohesive brand language
- Designed the typography, iconography, layouts and supporting graphic elements
- Extended the identity across the physical product and packaging to make the game feel like one complete brand experience
- Iterated the design alongside gameplay development and playtesting, balancing visual personality with usability and clarity
Impact
- Created an original entertainment brand and visual identity from scratch
- Built a flexible design system capable of supporting 200+ individual game cards
- Developed the concept from initial idea through prototype and publisher-ready product
- Created a distinctive visual world that can extend beyond the core game into packaging, marketing and future brand touchpoints
- Built a flexible design system capable of supporting 200+ individual game cards
- Developed the concept from initial idea through prototype and publisher-ready product
- Created a distinctive visual world that can extend beyond the core game into packaging, marketing and future brand touchpoints
