Justine Raymond Justine Raymond
Projects
- Change The Game

Change The Game

I had the honour to work as Creative Director, overseeing the "Change the Game" project alongside Redscout. We worked together on a small team to pitch a gameified experience to Google Play, highlighting the number of women who play mobile games and the way they experience them. We pitched an immersive way to parse the information, including an idea to slowly gain empathy and understanding over time.

Though the final project wasn't as interactive as we hoped, the final art (done by the Google Play team internally) ended up embodying the statistics and spirit we loved about the pitch.

Client: Google Play
Website: google.com
Services: Creative Direction

Iconography

Working together with Jonathan Rinker of Redscout, we put together different ways to visualise statistics in a fun, relevant way. We tried to tie in the narrative of mobile games, as well as phone imagery and other related iconography. The study showcased a lot of percentages, and we wanted it to feel easy to parse and fun to play.

Identity

It was important to allow the player to feel a sense of ownership, while not unnecessarily gendering or calling out bespoke features of the audience. We focused on abstract shapes to lend a sense of ownership and identity, working on the character “growing” over the arc of the story.