My Arcade

Creating the brand.

Key Responsibilities

Product catalog design
Ecommerce website design
Product videos
Email marketing
Graphic design & freehand illustration
In-store POP displays

Art direction
Design team leadership
Brand identity
Style guide creation
Packaging design
Product photography

My Role

Lead the Art Department in creating the branding elements, the packaging style guide, online web experience, product photography and email marketing standards.

The Brand

My Arcade designs and builds retro gaming devices. Products include handheld arcades, portable gaming machines, plug and play consoles and more.

Target Market

The target audience is kids of all ages. My Arcade's nostalgic machines invoke the good old days of 8-bit and 16-bit gaming for grown ups and children alike.

Defining Features

Fun, colorful and exciting with a hint of retro defines the look of My Arcade's most popular products. The integration of beloved characters like Pac-Man and BurgerTime's Peter Pepper make the brand style eye-catching and easily recognizable on store shelves.

Website Design

The online experience for My Arcade needed to match the fun nd excitement of the products. Built on Shopify, the web developer we contracted for this project and I designed the page layouts, made sure to follow best UX/UI practices, ensured clean code and small image sizes for fast loading times. Took great care to make sure the site gave adequate importance to the products and the brand we were designing the site for.

Equally as important as an immersive desktop experience was the website on mobile devices. Checking the site's layout at multiple sizes and making adjustments, ensures the site looks fantastic on any laptop, iPad, smartphone or 4k screen.

Graphic Illustration

This was a rare and fun challenge. With limited assets from the licensors, we were tasked with recreating dozens of famous game characters. Using a combination of hand and digital art we recreated these iconic characters and the environments from their original gameplay.

Click images to enlarge.

Packaging Design

Like with the arcade art, designing the packaging style for My Arcade's licensed products was as exciting as it was challenging. Using the recreated assets from the arcade art, I lead the Art Department in creating unique packages for each product. While maintaining some overarching style parameters, each product has a package unique to the characters and included games.

“The outer retail packaging of the My Arcade Karate Champ cabinet was inspirational and should serve as a masterclass in packaging."

Quote from Mac Sources -

Email Marketing

Worked with the Marketing Department to create weekly newsletters. Objectives were to grow the list, maximize opens and click through rates, generate revenue and connect with subscribers through engaging, thoughtful content and exclusive offers. Success was achieved utilizing A/B testing and analyzing post campaign data.