Leading brand evolution, player engagement systems, 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

Created and validated a cosmetic progression system that evolved into a permanent feature.

developed mission systems

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

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.

Font Exploration

Textures

Logo Progression

brand foundation

Final logo, app icons, loading screen

MARKETING & LIVEOPS IMPLEMENTATION

Templates for ongoing creative assets for new slot releases and promotions

Our Team: Luz Toscano | Graphic Designer: Dylan Hindenlang (Marketing Assets) | Illustrator: Matt Burchstead | Animation: Franz Gabriel

player avatar frames

My Role

I operated in a hybrid Product Manager and Art Director capacity, guiding the feature from early concept through full implementation.

  • Defined the product vision, player value proposition, and success metrics

  • Authored the one-pager and final product specifications and kicked off development with feature teams

  • Presented the vision, strategy, and rollout plan to leadership and cross-functional stakeholders

  • Designed the progression system and reward structure for the GameOps validation event

As Visual Design lead, I owned the end-to-end player experience:

  • Created the feature branding, UI, and UX flows

  • Directed concept artists in developing the avatar frame visual language

  • Partnered with animation to design the unlock celebration moments

  • Collaborated with tech art to implement the system in-game and ensure quality at scale

Collect. Progress. Show off.

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

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 unlockable 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.

player journey

1. Promotion Activated

2. Progress & Unlock

3. Show Off

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

Spin. Collect. Win.

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

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.

System architecture

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

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