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Role: Creative Team Lead              Client: in2              Project: We are in2 Brands

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we are in2

Creative Team Lead

When I started working at We Are In2, I noticed that our brands had a lot of potential, but we lacked a clear strategy and a structured team and task organisation. Our marketing efforts were disjointed, and our campaigns were not effective. To tackle this issue, I took the initiative to transform our approach and create a unified vision for the business. We worked collaboratively to plan and execute a strategic realignment that would position our brands for long-term success in a competitive industry.

I saw the potential in our organisation, but achieving our goals required streamlining our operations and refining our marketing strategies. So, I focused on fostering a culture of innovation and accountability within our creative team. My aim was to create a dynamic environment that would drive tangible results and bring the team together towards the same goal, ultimately establishing our brands as leaders in the industry.

My contribution

  • Led the restructuring of the creative team and optimised task flows to increase efficiency and productivity.

  • Restructured our marketing efforts to address inconsistencies and improve effectiveness.

  • Developed a clear and cohesive strategy to help our brand succeed.

  • Within the creative team, I encouraged teamwork and creativity to create a positive work environment.


Now we were facing a problem.

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We encountered a communication breakdown between teams, which can happen in any project. In this case, there was a discrepancy between the intended design concept and the animation execution. The animation showcased a more futuristic and modern car, which deviated from our original plan of an 80s-inspired design. To address this inconsistency, we conducted user testing to assess their understanding of the concept behind the car's journey from the past to the digital future within the spins poker experience. Unfortunately, the users did not fully grasp the connection between the background design and the animation. Recognizing the need to bridge this gap and ensure a cohesive experience, we undertook the process of refining and aligning the visual elements to create a more seamless and coherent user experience.

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To ensure consistency and avoid any disconnect between the two worlds, the lobby and the animation, I developed several sketches for a new car design. We ultimately chose a design that closely resembled the car featured in the animation. This decision was made to maintain a seamless transition and alignment of the visual elements, creating a cohesive and immersive experience for the players. By aligning the design of the car in the lobby with the one in the animation, we successfully bridged the gap and maintained the desired atmosphere and concept throughout the game.

User test / Background Lobby

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Additionally, I recognized the importance of including the marketing team in our future approvals, a practice that should have been implemented from the beginning. By involving them in the decision-making process, we ensured that all stakeholders were on the same page and working towards a unified vision. This collaborative approach allowed us to address any potential discrepancies or misunderstandings early on and create a seamless and consistent experience for the players.

Final version / Spins Overdrive Lobby Background

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And this approach yielded successful results. Based on our user testing, the understanding and connection between the two worlds were clear to our users. They felt a strong sense of belonging and cohesion within the game, ultimately approving the new visual design, idea, and theme. 

By aligning the design elements and thematic consistency, we were able to create an immersive and engaging experience that resonated with our players and enhanced their overall gameplay enjoyment.

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previous version

Everything has consistency.

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In adapting the tiles for this new modern design, I took into consideration contemporary visual trends and aesthetics. I focused on creating clean and sleek tile designs that aligned with the overall modern look and feel of the game. By incorporating these elements, the tiles were transformed into visually appealing and modern assets that complemented the updated design of the game and the whole game experience.


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Beta tester player

"Spins Overdrive takes poker spins to the next level. The sleek design and immersive gameplay make it an exhilarating experience. It's like being in a fast-paced race, and I can't get enough of it!"

Mobile version size change.

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We faced the additional challenge of adapting the design for mobile devices, which had different tile sizes compared to the desktop version. This required us to make some adjustments to ensure optimal usability and visual appeal on smaller screens. While there were certain elements that needed tweaking, the overall adaptation process went smoothly. We carefully optimized the layout, typography, and graphics to maintain consistency and clarity across different screen sizes. The end result was a mobile version that effectively captured the essence of the modern design while providing a seamless and enjoyable user experience.

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Business Analyst: Charles Michael Norman
Product Manager: Alex Martin
Senior Designer: Carol Michelon (me)
Illustrator: Carol Michelon (me)
Animator: Alanna Kos

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