As Coach explores different gaming platforms like Roblox and Zepeto, the first challenge was to create a visual system that fits the unique styles of each game while maintaining a coherent brand narrative across platforms.
My proposal centered on the Coach āCā as a key brand element, extending it into different styles and patterns based on brand elements. Additionally, the "Cs" could serve as interactive elements in a treasure hunt game.
The second challenge involved working with two existing games within Roblox, where the goal was to use the platform's technology to update the environments and reflect the visual system I designed.
The current design for the first game I worked on, Fashion Klossette, is shown above. To align with the Coach visual design system, I proposed two fully developed environments using Cinema 4D. The first, Pink Sunset, incorporates chess piece elements and a pink color scheme from Coach's campaigns.
The next version I developed, Coach Garden, builds on Pink Sunset by incorporating garden-style elements from Coach's campaigns. I integrated Rexy the dinosaur as a garden bush, adding a playful touch designed to resonate with a younger audience.
The client chose to move forward with the Coach Garden design but requested additional elements from the scene below and more obvious connections to the Coach brand.
Therefore, for the final styling, I used a brighter color scheme with primarily yellows and greens to create an energetic feel that would appeal to the Gen Z audience.
Given Coach's luxury brand history, they requested a simplified color scheme to align with their original style. We adjusted the colors to focus on white and green, balancing sophistication with playful elements for the Gen Z audience.
This is how we've applied our design in the gaming environment. The final demo is low-poly to align with Roblox's game design style. The game launched on July 7, 2024.
The next design challenge was for the Fashion Famous game, created by a group of female coders on Roblox. Coach will own one of the virtual stores in a shopping mall. Given Coach's New York City roots, we proposed hosting the runway on a subway train to provide an iconic NYC experience and leverage graphical elements from the NYC subway design system.
Here is the summer world reference from Coach's "Find Your Courage" campaign. I used this inspiration to design the store, creating an indoor space that feels like it's outdoors for a playful surprise within the game environment.
Once inside, players would try on clothes in the field before transitioning to the subway area.
Once players enter the subway, the game generates a fun video that they can save and share with friends. Here is the storyboard rendered by my art director for the overall video of the runway.
If you're interested in experiencing our Coach Runway design, feel free to explore it through the Roblox Entry !
