American Greetings
American Greetings is a greeting card and digital greetings platform. Working with the Digital Design Director, I led the art direction and creation of a system of badges for their online membership platform. The gamified member experience aims to encourage engagement and repeat usage and includes milestones, seasonal achievements, new features' exploration, and mobile challenges.
Challenge
Build a coherent and scalable visual system, flexible to support multiple concepts and sub-categories, while aligning with the brand. Each badge needed to work across multiple UI backgrounds without losing clarity and maintain readability in small size.
Approach
I suggested the concept of a micro-world with floating elements, flexible enough to support both realistic and abstract concepts. I created a defined visual language that could scale and consistent composition rules were applied to all badges. The concepts were developed by translating each achievement into a visual idea aimed to bring meaning and joy. Inspired by the concept of floating, the team decided to animate the badges during implementation.
Outcome
I delivered a set of 30 badges for the initial release, covering multiple categories and concepts, while maintaining a consistent style. The final deliverables were created to support animation.
