Daemon Club
Brand Design and Art Direction
Mission
Daemon Club is a competitive online game committed to attracting players who are interested in creating their own unique strategies using a set of flexible tools. Daemon Club seeks to achieve this goal by creating a game focused on quality and competitive spirit in vein of other e-sports titles like League of Legends, Hearthstone, and others. Zoggle LLC believes that anyone playing their game should be able to have fun playing their game for free, without feeling forced into paying for new game objects like monsters, techniques, etc.
Competitive while being Fun
Sporty and Modern while feeling Retro
Opulent without being unrelatable
6 final conceptual routes and 3 main buckets were picked from the initial sketches. From left to right: 1. E-Sports | 2. Classic Retro | 3. Strategic
Finalized mark was a combination of the E-Sports and Classic Retro Buckets, with subtle touches added to emphasize strategic elements of the game. Noir Pro was chosen as a font that captured the heft and weight of a sports title as well as the classic retro feel of the games setting. There were two focus points for the logo and its imagery, the gem, which was simplified down to allow for the simplest possible shapes to create the gem, and the banner holding the type. Both elements along with the adornments and accents contribute to a feeling of classic retro cool, and reveal the games art-deco inspirations. These choices similarly allow for a logo that feels both old-school and is usable in a sports broadcast setting. Yellow was chosen as the primary color for the brand, this color lends an energy and the impression of neon and opulence allowing the user to bask in the materialistic collection elements of the game while also being ready to adapt to the needs of any event and read well no matter the gradients, textures, or additional graphic elements that may be paired with it.
All of the screenshots displayed here are from the alpha build of the game, meaning they do not fully reflect the final designs unless noted. Some elements are missing as well.
Daemon Club | Visual Design
Daemon Club is a game where your build a team and develop a strategy to use. The game was conceived as a multi-platform web-based game which would be free-to-play with in-app purchases of monsters, techniques, and everything else. While working on Daemon Club I began as an artist on the titular Daemons, I took on the role of UI/UX advocate and visual designer when the need arose. Using Figma, a web based UI design program, I created the visuals for the game in its entirety. Here is just a small sampling of the many UI mockups I have worked on thus far. With many screens still being designed and implemented.
Visual Design
Designing the overall aesthetic of Daemon Club’s Menu’s was difficult. We needed something friendly and easy to navigate while still allowing for generous amounts of detailed game objects to be displayed. The game was built to be played on mobile phones including iOS and Android while also scaling up to desktop PC’s and Web Browsers.
Using a friendly blue allowed for the menu’s to be consistent and unified in their presentation while also allowing the unique elements to stand out in sharp contrast.
Designing a Whole Game
While I am not the designer of the interactions and did not play a role in programming the UI of the game, I did design the layout of every piece of the game from top-to-bottom. This resulted in dozens of screens describing user interactions.
Mountains of Data
Daemon Club has a number of systems and sets of data that players need easy-access to at almost any time. Because of this the Team Editor was designed for players, streamers, and content creators to see data easily and without diving into sub-menu’s.
The major information being shown here is the Daemon, Equipment, Stats and Bonuses, Passive Abilities, Techniques, Perks, Player Invocation, Buttons for submenu’s that manage the teams nickname and other features.
Card Display
The game needed a menu for players to select their Daemon’s techniques that they bring in to battle along with the numerous options associated with them. This menu has both descriptions and indicators of what the menu is for along with purchase options and a way to see all techniques that the Daemon can use.
The Game Screen
The game screen is perhaps the most important thing in the game. This screen must contain nearly all of the information present in the game and condense it into a legible piece of content. When the player selects Battle the menu of usable techniques animates in and allows them to see the information of the techniques they can choose from.
Switching your Daemon
This menu on the game-screen allows players to select and see the specific information for their daemons which allows them to make highly informed strategic choices.
On Daemon Club I worked as an artist and art director, creating the brand image for the game as well as creating game assets and artwork.
