Ryan Worcester created various marketing assets for the mobile game "Snake Escape" over the course of several months. This included designing an app icon, t-shirt, stickers, poster, and Twitter page. Worcester researched existing designs and gained feedback on initial drafts. Based on feedback, adjustments were made such as adding color, unifying elements, and including gameplay screenshots. The final assets were evaluated against similar existing products and for fitness of purpose. Worcester also created box art and additional graphic designs.

1. GRAPHIC DESIGN
Ryan Worcester

2. LITTLE WHITE LIES COVER
PROJECT

5. Official Cover
My Cover

7. Ender’s Game Moodboard

11. Photoshop Tutorial

16. Updated Design

17. Updated 2.0

18. Final Design

22. LWL PROJECT
PRODUCTION SCHEDULE
Time Period Goals
4th - 21st September 2013
Research and analyse Film magazine covers such as Total
Film. Also research existing LWL magazine covers to find
out what my design needs to include/what style the cover
should be. Research target audience and other useful
information about LWL. Create a mood board for Ender’s
Game.
22nd - 4th October 2013
Research further into the Ender’s Game movie, includes
analysing Ender’s Game movie posters to understand key
elements needed in my cover design. Research Rebecca
Lemker and then analysis her processes in creating her
Ender’s Game book cover.
5th - 16th October 2013
Create some rough thumbnail-sized first ideas for the
design of your LWL cover. Gain feedback, then use this
knowledge to create 2 new initial ideas. Pitch these two
designs in an email. Once you have gained feedback,
choose one of the ideas that had best feedback and
expand on it further.
Gain more feedback on this updated design until you are
left with your final design. Create a colour profile for the
cover, as well as a comparison with an existing LWL cover,

23. SNAKE ESCAPE PRODUCT
DESIGNS

24. APP ICON

25. 5 CHARACTERISTICSTHAT HELP MAKE AN APP ICON SUCCESSFUL
1. Use complementary or suitable colours.
2. Include assets from the game.
3. Add a 3D effect to the icon.
4. Make the game genre known from the icon.
5. Keep the icon clean and understandable even at a small
size.

26. TARGET AUDIENCE’S
IPHONE

27. IPHONE MOCKUP
A typical iPhone homepage of my target audience

28. APP ICON ANALYSIS
Here are examples of app icons belonging to games that have been
successful on the app store.

29. APP ICONS
My Initial Rough Ideas

30. ROUGH ICONS FEEDBACK
“I like the snake’s head icon, I think
that the close up of the snake’s head
would work in identifying the game.”
- Beth F
“I quite like the “S” icon logo, simple
but effective. Also the snake icon
also works well.” - Jacob F
“I like the close up of the lantern, as
it is an iconic part of your game. I
would avoid the “Snake Escape”
icon as I think it would be hard to
read what it says when the icon is
small on a phone.” - Mel R
“I think that if you developed the
snake’s head icon further, you could
come up with a great icon design.” -
James B

31. DESIGN PROCESS

32. APP ICON DESIGN
• Here is the finished
vector, I now need
feedback on the design.

33. DRAFT FEEDBACK
“I really like the idea of the flame
being also the snake head. All I
would say is to add colour as black
and white doesn’t work well in my
opinion.” - Beth F
“Unique idea using the snake
head/flame, really like it. Would
definitely add some colour, possibly
orange and red to show it is a
flame?” - Jacob F
“I would suggest adding colour, also
maybe add something to the
background as the whole icon isn't
very interesting, but the vector art is
good.” - Mel R
“Add colour and I think this will be a
really good app icon, everything else
about it is good.” - James B

34. FINAL APP
ICON
DESIGN
Using the feedback from
my initial idea, this is my
final app icon design.

35. T-SHIRT DESIGN

37. Existing T-shirt Designs

38. Existing T-shirt Designs

39. T-SHIRT DESIGN IDEA
• Here is the design I came
up with. It uses the vector
art from the app icon as I
feel that it would be more
beneficial to advertise the
icon on the t-shirt.

40. T-SHIRT FEEDBACK
“The t-shirt design looks really
good, as it is the app icon for the
game, fans will recognise the shirt
straight away, which is good as fans
will only buy/wear the shirt. The
black and white colours work nicely
but maybe you could try adding
colour to the design? Even though it
looks good already, adding colour
may make the t-shirt even better.
O
g

41. MAKING CHANGES

42. UPDATED DESIGN

43. UPDATED T-SHIRT
FEEDBACK
“The added colour really makes the
t-shirt stand out a lot more, I think it
really looks nice. I think you should
stick to the colours you have
chosen as they are the same
colours you used on your app icon,
which helps link all of your designs
together and makes it easy for
people to identify Snake Escape as
a brand. I think the overall logo
d

44. STICKER COLLECTION

45. EXISTING VIDEO GAME
STICKER CAMPAIGNS

46. INITIAL IDEAS PROCESS

47. DRAFT STICKER DESIGNS
• Here are my initial ideas.
I decided to use some of
the assets from the game
as I feel that these
represent the game’s
identity and work really
well as stickers.
Note: The black boxing around the stickers is there to show the white borders of the
stickers.

48. STICKERS FEEDBACK
“I think that the stickers would work
well in promoting the game, but only
if they were stuck all in the same
place. There isn’t any link between
the snake and the Jimmy character,
not even colours. For the sticker
campaign to really be successful,
the stickers need to be linked with
each other in some way so that
people know that the stickers are

49. STICKER DESIGN
CHANGES
From the feedback I received on
my sticker designs, these
changes needed to be made:
• Keep the stickers the same
colours to create a link
between them.
• Use the snake’s skin pattern on
the Jimmy sticker to add even
more of an obvious link
between the two stickers.

50. UPDATED DESIGNS

51. UPDATED T-SHIRT
FEEDBACK
“I think that the stickers look really
great, the added snake pattern on
the character’s shirt helps unify the
stickers together. The logo sticker
looks fine as it is, but maybe try to
add the dark red colour found on the
other stickers somewhere to link
them altogether even more? This
may not work however but I would
give it a try. Also, maybe add the
logo to the character’s shirt to make
it clear he is apart of the Snake

52. UPDATED IDEAS CHANGES

53. FINAL STICKER DESIGNS

54. POSTER DESIGN

55. EXISTING VIDEO GAME
POSTER DESIGNS

56. DRAFT POSTER DESIGN
PROCESS

57. DRAFT POSTER DESIGN
• Here are my draft poster
design. I included the
information that is
required on a poster,
such as where it is
available.

58. DRAFT DESIGN FEEDBACK
“I like the fact that you have included
a number of the game assets on the
poster to create a link with the
characters and the game title. I like
the position of Jimmy behind the
plant, but I think the snake needs to
be moved somewhere else as it looks
like everything is crammed into one
corner of the poster. Instead of the
“Search the App Store” text, you could
possibly use a QR code instead to
direct people to download your
ga
sc
w
pl

59. STICKER DESIGN
CHANGESFrom the feedback on the
poster, these were the key
changes I needed to make:
- Add a QR for easy accessibility
to the game on the App Store.
- De-clutter the bottom right
corner by moving/removing the
snake.
- Add screenshots of the
gameplay to give a the viewer a
better idea of what the game is

60. UPDATED POSTER DESIGN

61. DRAFT DESIGN FEEDBACK
“I definitely like this design more than
the last one. The poster seems a lot
less cluttered in the bottom right
corner of the poster and the use of
the QR code and the screenshots like
I suggested work really well. I think it
looks a lot better laid-out and I like the
fa
pl

62. TWITTER PAGE

63. TWITTER PAGE
I created a Twitter page for the game for
extra advertisement. Interacting with video
game related twitter accounts could lead to
receiving retweets from them, which opens
us up to a whole audience of gamers who
follow these accounts.
It also allows us to interact with any fans
we may pick up throughout our marketing
campaign and can be a platform that we
can use to host competitions for such fans.

64. FINAL MARKETING ASSETS

65. EVALUATION

66. My Designs Compare & Contrast Existing Products
I wanted to create an informative poster that would
provide the reader more information on the game
seeing as Snake Escape is unheard of. From this
existing poster for the game “The Wolfman”, key
features and important information such as mine
possesses helps spread knowledge of the game.
The image shown in the poster may also be
gameplay footage, such as the screenshots I used
on mine. The poster uses a “visit site” to direct
people to the game, whilst I have used a QR code.
Overall, I feel that my poster works well at
spreading the required information about the
game.
I chose to use the app icon as my t-shirt design to
help spread the brand of the game as much as
possible, such as Angry Birds has. When people
see this Angry Birds shirt, they know exactly what
game it is, this is what I tried to implement to my t-
shirt design. If someone spots the Snake Escape t-
shirt, they may then be more likely to buy the game
if they recognise the logo when browsing through
the App Store. Overall, I feel that my t-shirt design
fits well with existing game t-shirt designs.
Comparing once again to Angry Birds, I feel that
my stickers fit well with existing game sticker
collections. My sticker collection includes
characters from the game as well as a sticker of
the game’s logo, such as angry birds has as you
can see to the right. I may however need to design
a variety of other sticker to accompany the 3
already made, as Angry Bird’s sticker collection
has a lot more different designs than just 3.
Comparing with another mobile compatible,
puzzle/horror game, Limbo, my app icon is a lot
different. I have used bright colours as well as
using a cobblestone texture in the background
whilst Limbo’s icon is very plain and bland,
however it is still very recognisable to people who
who of the game. Even so, I feel that my app icon
will stand out on the App Store
Compare & Contrast

67. Feedback & Amendments
Draft Idea Feedback & Amendments Final Design
From the feedback I received
from my draft designs, I needed
to de-clutter the poster, make it
easier to access the game and
also to show more of what the
gameplay would be like within
the game. I did this by removing
the snake, adding a QR code
linking to the App Store page to
the poster and also using
screenshots of the game to
show what the gameplay was
like.
From the feedback I received
on my initial draft ideas for my
stickers, I needed to make a
more solid link between my
sticker designs so that people
could recognise them as the
same game when individually
viewed. I did this by uniting the
same colours and adding the
snake pattern on Jimmy’s shirt,
as well as adding the “S” in the
logo onto Jimmy’s shirt.

68. Fitness For Purpose
My Design Fit For Purpose
- Using the current app icon, I feel that the t-shirt design is
fit for it’s purpose, which is to promote the game and
attempt to create a recognisable brand. Anyone who has
heard of the game should recognise the shirt as it is quite
an iconic logo and also the fact that these t-shirts will be
given away for free, the brand will be hopefully worn by
many people. However, from the feedback I received on
my app icon design, I may need to change the logo to fit
the game better, which would mean that the T-shirt would
have to be re-designed as well.
From the feedback I received, i would probably need to
change the app icon to fit better with the game and the
target audience (who is now 10-15 year olds). However,
this logo would work well in helping the game stand out on
the App Store due to the bright colours used and the
unique design of the snake in flames.

69. Use of Software
Physical Materials Used Software Used Peripherals Used
- Pen
- Pencil
- Paper
- Photoshop
- Illustrator
- Wacom Graphics Tablet
- Printer
Using a pencil and paper to sketch
out the app icon was much easier
for me as I feel I have more control
and that it is more accurate than a
graphics tablet when it comes to
sketching. I was able to quickly jot
down my ideas which was
beneficial.
I used Illustrator to design the
games assets which were used in
the graphic design products as
creating these assets in vector form
allowed them to be re-scaled if
needed, which came in handy
when designing the products. I also
used it to trace the sketches I made
of the app icon from the same
reasons. Overall, the program
helped tremendously. I used used
Photoshop when designing my
products. The poster was
completely designed in Photoshop
due to its pixel-based compositions
being a lot easier and flexible than
Illustrator in designing more
complex designs such as posters.
Overall, Photoshop is the program I
am most comfortable with and it
was key for my design process.
The Wacom tablet made it a lot
easier to trace my sketches when
in Illustrator which helped speed up
the design process. It also helped
being able to make quick sketches
in Photoshop without having to
draw in pencil then scanned into
the program. The printer was
helpful in allowing me to vision
what my designs would look like
when printed, for example the
poster was printed out to give me a
better understanding of the size
and the look of the poster when
stuck on a wall.

70. SNAKE ESCAPE PROJECT
PRODUCTION SCHEDULE
Time Period Goals
13th - 22nd May 2014
Research existing app icons and discover what makes an
app icon successful. Also research into different types of
advertising (direct,indirect, promotion etc.)
23rd - 31st May 2014
Decide what types of products you are going to make in
your marketing campaign. Research existing designs (t-
shirt designs, posters etc.). Look further into who your
target audience is to start thinking about your own designs.
1st - 10th June 2014
Create draft ideas for all of your product designs taking into
account the research you have carried out, show your
design process.
11th - 20th June 2014
Gain feedback on your designs, then make any suggested
changes to them until the client is happy with them.
Evaluate their fitness for purpose, along with any changes
that could have been made.

71. ADDITIONAL WORK

72. Box Cover Analysis

74. Box Art Designed By Me

75. Other Graphic Design Material (Side Work)