Beatstar : Leading Creative at Scale

Beatstar: Art Direction & Creative Production Art direction · Visual system design · Stakeholder management · Outsourcer leadership · Production planning

Beatstar is a globally acclaimed mobile rhythm game that transforms chart-topping music into a tactile, interactive experience. Winner of Game of the Year at the Pocket Gamer Mobile Games Awards 2022, Best Arcade Game at the TIGA Awards 2022, and recognised as both an Apple Editors' Choice and Google Players' Choice, Beatstar carried significant brand equity that demanded a consistent, high-quality visual presence across every player-facing touchpoint.

As the creative lead for Beatstar's marketing output, the brief was to establish and maintain a unified visual language across social media, the Apple and Google app stores, in-app events, artist collaborations, and all campaign formats — delivering an average of 120–200 assets per month in line with a pre-planned content calendar running months ahead of release.

Creative system

The visual identity for marketing was built around Beatstar's signature circular motif, reinterpreted through an editorial lens — borrowing the tactile, considered quality of print magazine design to reinforce the game's core proposition: touch your music. This system provided enough flexibility to accommodate the diverse range of artist collaborations and event formats while maintaining coherence at scale.

Production & leadership

To meet the volume and cadence demands, a structured Photoshop template system was developed — colour-labelled and optimised for speed — and shared across the internal team and external production partner Whitebrick Studio (Cebu, Philippines). Managing the relationship with Whitebrick, briefing external collaborators, and maintaining quality control across all outputs were central responsibilities of the role.

Scope of work: Art direction · Visual system design · Template production · Outsourcer management · Stakeholder management · App store creative · Social media · In-app event assets · Artist collaboration assets

A multitude of sizes for every marketing initiative

Photoshop template arranged and color labeled, for convenience and quick turnaround, shared by the internal team and our external production partner, Whitebrick Studio (Cebu, Philippines).

Editorial system:

Leveraging the thematic circle shape, interpolating with a magazine look (tactile and resonates with "touch your music")