Casual Titles — Art, UI & Store Assets
Art, icons, in-game UI and store assets for a run of casual mobile titles. Casual is a different discipline from AAA: an icon has to survive at 48 pixels, a store screenshot has to explain the game to someone who will not read a word of it, and the UI has to be legible to a player who has never held a controller.
- Client
- Multiple mobile publishers
- Engine
- Unity
- Platforms
- iOS, Android
- Year
- 2024 — 2025
- Duration
- Rolling, per title
- Team size
- 2 — 6 people per title
- Disciplines
- 2D art & iconography, UI design, Store asset production, Localisation handling
- Category
- Concept art
Artwork from our archive. High-resolution originals are available on request under NDA.
What the client needed.
Casual titles live or die on acquisition. The icon and the first two store screenshots decide whether the game is ever installed, yet they are usually produced last, by whoever is free. We had to build a repeatable pipeline that turns out a readable icon, a legible store set and a consistent in-game UI for each title without a bespoke art direction exercise every time.
- Legibility-tested every icon at 48 px, 72 px and 180 px before sign-off — if the silhouette failed at 48, the icon was redrawn, not resized.
- Built a shared icon frame and lighting convention across titles so a publisher’s portfolio reads as one family on the store page.
- Wrote store screenshots as a four-beat story — what it is, how you play, why it feels good, what you get — instead of four random gameplay grabs.
- Kept UI text out of the artwork and in text layers, so localisation into twelve languages needed no redraw.
- Maintained one component sheet per title, so seasonal and event skins ship without new design work.
- A repeatable casual pipeline covering icons, store sets, in-game UI and event skins.
- Icons produced once and reused across store listings, in-game and ad creatives.
- Localisation expanded to a dozen languages without redrawing a single screen.
- Titles in this set ran across puzzle, merge, bubble-shooter and idle genres.
Have a similar production coming up?
Tell us the scope and the date. We will tell you what it takes — honestly, including what we would not promise.