Year
2023
Client
WIZARDS OF THE COAST
Category
Dungeons & Dragons
Product Duration
3 - 4 Weeks
Planescape is set in Sigil, the city at the crossroads of every plane of existence, a place where a modron, a demon, and a talking rat can share a street corner and nobody blinks. The campaign had to sell that exact feeling: a world where the impossible is ordinary. That meant a visual identity elegant enough to feel otherworldly, flexible enough to hold wildly different creatures and tones, and systematized enough that a full team could produce on-brand work without me touching every asset.
I built the campaign's look and feel around a contrast drawn from Sigil itself: refined art nouveau chrome framing wrapped around stained and frosted glass. The chrome gave every placard a crafted, jewel-box structure. The glass let the strange creatures of the multiverse glow and float behind it. Together they read as eccentric and elegant at once, a frame ornate enough to make anything inside it feel like a treasure worth seeing.
Then I turned that look into a toolkit. I documented the system, the frames, glass treatments, type, and the rules for how they combined, so it could be reproduced consistently across the internal team, external partners, and a contract studio brought on for extra capacity. I kicked the project off, onboarded the studio to the toolkit, and reviewed their first assets closely to make sure the system held before it scaled.
It embraces a clean, minimalistic layout that puts the spotlight on visual storytelling, allowing designers, photographers, and creators to present their work with clarity and impact. The project is inspired by the idea of timeless design, blending functionality with style to create an engaging experience for audiences. Seventy Seven is perfect for those seeking a fresh and dynamic platform to showcase their talent with confidence.
