Art Direction across a digital ecosystem

The problem
Trig was a startup with global ambitions and a sprawling product ecosystem, a cashback platform, a chat app, a social voting tool, a content platform, a budding esports TV-platform, and more. Listed on the Frankfurt Stock Exchange, operating across multiple markets and demographics simultaneously. The brief was to build brand recognition and trust across all of it before the core product to funnel users into installing our cashback plugin Trig Money.

The real problem
Awareness without coherence is noise. Multiple products targeting different demographics needed to feel like they came from the same place. Buying engagement in rivalling platforms and sponsoring professional gaming teams in Smite, League of Legends, StarCraft II and Hearthstone, speed-boat racing and every team in La liga B, gave Trig access to highly engaged audiences. The question was how to make that payoff and mean something beyond a logo on a jersey or an open-once-and-never-again-app .

What I did
Art direction and UX across the full product range. For the esports work: developed a creative concept using the mythology of the respective character rosters as a lens on the players themselves. The devs at HI-Rez even reached out and I ended up creating some for them.

I was brought in to build visual coherence across a product ecosystem at a startup that was moving faster than it could be organised and eventually spiralled at a speed management could handle. I must say I thrived in the chaos while it lasted, you can learn a lot about what to build and what to skip when the temperature is high.