Case Study
LOKH (League of Kingdoms Hunters) is the project where the scope kept growing. Brand system, character design from scratch, in-game UI, App Store assets, paid media, event campaigns, UX suggestions, puzzle design, lore storyboarding. One title. One designer.
LOKH is a mobile RPG in the League of Kingdoms universe, a separate title with its own brand identity, player base, and production pipeline. The role started as brand design. It kept growing from there.
I created the characters themselves: Eve, Cleo, Lina, and others. Original designs built using Stable Diffusion and Midjourney, not stock art dropped into templates. Each character had its own visual personality, and those designs became the foundation for the event campaigns. The same character then drove the full pipeline: relay assets, banner sets, social content, and announcements, all built around that character's look and feel.
Outside of campaigns, I worked directly inside the product. UI design for in-game screens, tutorial and story scene visuals, UX input that fed into feature decisions, puzzle design, lore storyboarding. Plus the brand guide, App Store listing, app icon, and four rounds of Google Ads creative. Most of it ran at the same time, across two other active game titles.
The brief kept growing. What started as a brand design role turned into character creation, in-game UI, feature concepting, and lore work. Each of those has its own demands. Brand needs consistency and restraint. Character design needs visual personality that actually reads in a campaign. Product UI needs to be clear and usable. Paid media needs to convert. Doing all of them at once, solo, requires knowing which mode you're in.
The character work was the biggest expansion. I used Stable Diffusion and Midjourney as production tools: generating, refining, and directing original designs that had to hold up as the visual identity of a live game. Eve, Cleo, Lina: each needed a distinct look and personality, and each became the anchor for a full event campaign. That's art direction, not just generation.
On the product side, I wasn't just handed a spec and told to execute. I contributed UX input that fed into feature decisions, helped concept an in-game puzzle, and storyboarded character lore that shaped how the narrative came across to players. It happened because I was close enough to the game to have a real opinion on it.
Most portfolios separate brand work from product work from campaign work. LOKH shows what it looks like when one person owns all of it. Character design, UI, paid media, lore. The quality held across all of it. That's the range.