Make the audience feel like royalty

Winner of 6 Gold Addy Awards: Interactive Content, User Interface, Innovative Use of Interactive Technology, Data Driven Media, Email, and Illustration

At the end of the year, Xbox wanted a meaningful way to celebrate its community—not with a single message, but with something personal.

We created a unique crest for each of Xbox’s 16 million players by analyzing individual gaming histories and matching them with hand-crafted illustrations from artist Jeff Soto. A custom algorithm collated his artwork with player data, resulting in a one-of-a-kind visual identity for every gamer.

As design lead, I developed the concept, shaped the visual system, collaborated closely with the illustrator, and designed the interface, landing page, and email experience—earning six Gold Addy Awards in the process.