Brand
Hearthstone, Blizzard Entertainment
Focus
Game Logo Design, Brand Identity, Art Direction
Tools
Photoshop, Illustrator
The Lost City of Un’Goro was Hearthstone’s mid-year expansion for the Year of the Raptor.
The goal was to strike a balance between emotional resonance for longtime fans, nodding to the 2017 Journey to Un'Goro expansion, while creating bold visual intrigue for those discovering Un'Goro for the first time.
©Blizzard Entertainment
Typography
To reinforce the nostalgic connection to Journey to Un'Goro, I began with the original P22 font used in the first expansion, as a foundation. Building on that, I incorporated its sister typefaces, P22 Yule Klein Heavy and P22 Koch Nueland, to create a more layered and evolved look. These fonts tap into the Hearthstone lore of an evolved yet ancient and mysterious turtle society, residing in Un’Goro crater.
Type Treatment
Working closely with artists from the Hearthstone Dev Team, we crafted a type treatment that captured the bold, adventurous spirit of the Un’Goro Crater. Through collaborative iteration, we developed adaptable layer styles including texture overlays, beveling, and lighting effects. Ensuring visual consistency and efficient production rollout across EMEA and APAC regional assets was a key goal.
Type paint-over-texture
provided by Hearthstone Dev Team
Localization Support
I built a structure to support a fast, clean translation into 12 additional languages across EMEA and APAC regions. I collaborated directly with regional production teams to ensure accurate linguistic and visual adaptations, that maintained the line look across all markets.
