Building Scalable Visual Systems Across Flagship Game Titles
Over seven years, I led visual design across NCSoft’s flagship game titles, including Lineage W, Blade & Soul, and Project M. Working across seasonal events, game updates, user acquisition, and digital campaigns, I developed adaptable visual systems that translated each game’s distinct IP into fast-moving, multi-format content while maintaining a consistent visual identity.
Client: NCSoft
Category: Game Campaign
Role: Visual Direction · Art Direction · Campaign System Design
Output: Key Visual · Seasonal Campaign · Digital Content · Banner System
Year: 2018–2024
Role
The frameworks supported years of fast-moving campaign production across multiple game titles, balancing IP consistency with the flexibility required for seasonal updates, launches, and performance-driven content.
Challenge
Each title had its own world, audience, and visual language, while campaigns needed to respond quickly to seasonal events, game updates, and acquisition needs. The challenge was to preserve the identity of each IP while creating visual frameworks flexible enough to scale across rapidly changing content and formats.
From IP To Visual Direction
Rather than applying a single campaign formula across titles, I developed visual directions around the distinct identity of each game. Character art, environments, typography, effects, and composition were shaped around each IP and adapted to the narrative of individual updates and seasonal events.
A Scalable Banner System
I developed flexible banner frameworks that maintained a consistent visual hierarchy while adapting across different formats, content, and campaign needs. The system established recurring principles for typography, branding, CTA hierarchy, and visual treatment, while allowing key art, messaging, composition, and format to change with each campaign.
One System, Multiple Formats
The visual direction was extended across multiple aspect ratios and placements, allowing campaigns to scale efficiently without losing the identity or hierarchy of the original concept.