Big Fish Casino — luz toscano portfolio

Leading player engagement systems, brand evolution, and LiveOps experiences for a top grossing casino Game.

key contributions

rebranded Big Fish Casino

Led the visual refresh across product, marketing, and user acquisition.

created avatar frames

Led the product strategy, UX, and visual design of a cosmetic progression system that evolved into a permanent feature.

developed mission systems

Helped shape mission-based engagement systems that increased player participation.

SLOT DEVELOPMENT

OUTSOURCE PARTNERS

I art directed the rebranding of multiple slot games in collaboration with our external creative partner, Present Creative. I established the visual direction and worked closely with outsourcers providing creative feedback and approvals to ensure each slot aligned with the intended vision and quality standards.

I also collaborated with producers to manage feedback, maintain production timelines, and ensure on-time delivery. Each slot launch was supported by coordinated LiveOps events to create a cohesive player experience and drive engagement.

LiveOps events

To support the launch of Panadería de Penny, we developed a series of LiveOps events, including a limited-time pop-up promoting the seasonal slot release and a gameplay-driven mission event.

For Duelo de Luces, we extended the slot's core ingredient-collection mechanic into a LiveOps experience, allowing players to engage with the same gameplay concept beyond the reels. This created a cohesive connection between the slot and its supporting events, encouraging player engagement throughout the release.

ART DIRECTION

Panadería de Penny

For this Mexican-inspired slot rebrand, I wanted to create something that felt culturally authentic while moving beyond traditional visual clichés. Inspired by the vibrant aesthetic of Mexican bakeries, I developed a visual direction that combined playful pastels, bold neon accents, intricate decorative patterns, and traditional elements like papel picado.

I created mood boards and collaborated closely with Present Creative to translate these references into the slot's characters, symbols, textures, and environments, bringing a fresh, distinctive identity to the game while celebrating Mexican culture.

Our Team: Present Creative, Slots Outsourcer

LiveOps Events: Visual Designer: Shelley Humphries

player avatar frames

Collect. Progress. Display.

Designed and launched a collectible avatar frame system that transformed cosmetic rewards into social status mechanics.

My Role

I led Product, UX, and UI design for Avatar Frames, taking the feature from early concept and validation through design, implementation, and launch.

Defined the product vision, player value proposition, and success metrics
Designed the core experience, user flows, progression system, and reward structure
Created wireframes, prototypes, and final UI, evolving the experience from concept through implementation
Authored the feature one-pager and product specifications, aligning design, product, engineering, and GameOps around the experience
Designed the initial GameOps validation event, using player behavior and results to inform the permanent feature
Established the visual language and UI system for Avatar Frames, directing concept art and ensuring the system could scale across future content
Partnered with illustration, animation and tech art to design unlock moments and translate the experience into the shipped game
Presented the product strategy, experience vision, and rollout plan to leadership and cross-functional stakeholders

Feature Overview

To introduce self-expression and social status into Big Fish Casino and Jackpot Magic Slots, I led the development of a cosmetic system that allowed players to unlock and equip Player Avatar Frames through gameplay. In highly social casino environments, these frames functioned as visible achievement markers, rewarding progression while reinforcing table presence and player identity.

Before committing to a permanent feature, I designed and art directed a monthly GameOps event to validate player demand for cosmetics. Each event tied new, themed frames to the latest slot content and used a tiered progression model, starting with easily attainable rewards and scaling to high-prestige frames that required deeper engagement. Top-tier frames also granted social bonuses to other players at the table, strengthening their impact on multiplayer interaction.

The promotion activated automatically when players entered a qualifying slot and progressed based on bet level and play activity. Frame unlocks were celebrated through character-driven animations to amplify the reward moment and increase perceived value.

The initial Dragon-themed launch featured six progressively un-lockable frames and served as a live test of:

player engagement and session depth
social behavior at the tables
willingness to invest time and currency in cosmetic progression

The feature exceeded expectations in its LiveOps test phase and was ultimately developed into a permanent system, now live as Treasures, establishing a scalable foundation for cosmetic-driven retention and monetization.

Post-launch, I partnered with Data Analytics to evaluate feature performance and player response, using those insights to inform long-term product direction.

UX wireframes

Disclaimer: These wireframes are independent recreations created for portfolio and illustrative purposes using Figma and Figma Make. They are not original Product Madness assets.

UX FLOW MAP and PROtOtyPE

Disclaimer: The prototype is an independent recreation created for portfolio and illustrative purposes using Figma and Figma Make. They are not original Product Madness assets.

UI Screens

TECH SHEET

Disclaimer: This UI Tech Sheet was independently created using Figma Make for portfolio and illustrative purposes and is not an original Product Madness asset.

Our Team: UX, Visual Design, Product Manager: Luz Toscano | Illustrator: Kaitlin Sheridan

Missions System

My Role

Art directed a series of mini LiveOps events designed to increase player engagement and drive revenue. Led cross-functional teams across UX, visual design, animation, illustration, and tech art, defining the creative vision and gamification strategy for each event.

Partnered closely with Product, CRM, and Engineering to align on business goals, validate technical feasibility, and deliver scalable solutions. Drove the process from ideation and research through execution, providing creative direction, feedback, and final approvals while working with production to ensure on-time launches.

Spin. Collect. Win.

Building a scalable LiveOps framework that transformed limited-time events
into repeatable engagement systems.

System architecture

WHAT CAN CHANGE

Theme
Mission objectives
Rewards
Art packages
Event duration
Content

WHAT STAYS CONSISTENT

Core navigation
Progress structure
Reward presentation
Mission states
Completion feedback
UI hierarchy

OUTCOME

The framework evolved from individual mini-events into a reusable LiveOps system, allowing the team to launch new mission experiences with different themes and reward structures while maintaining a consistent underlying player journey.

Our Team: Visual Designer: Shelley Humphries, Edouard Sitbon | UX: Patrick Khachi

Animator: Franz Gabriel | Illustrator: Yuna Yin, Olha Boiko

rebranding

The challenge

Big Fish Games underwent a company wide rebrand, creating an opportunity to modernize Big Fish Casino while preserving the brand recognition and trust built with an established player base.

My approach

Role: Graphic Design Manager | Brand Development

I led the exploration of logo concepts, typography, materials, and color systems to create a more refined identity aligned with the new Big Fish brand. Working closely with designers and illustrators, I guided the development of the final logo, app icon, loading screen, and marketing templates.

The outcome

Delivered a refreshed visual identity system across product, marketing, and user acquisition channels. The new brand elevated the premium feel of the experience while maintaining familiarity for existing players.