Covet Fashion
Role: Art director, Director of Content
Covet Fashion is a hit competitive fashion game that allows players to style avatars using real, current garments from over 200 fashion brands.
I was the original Art Director on the product, and led a team overseeing all aspects of visual development. I also served as Director of Content for a year, responsible for daily revenue and content live ops.
The Challenge
What does a fashion game for adult women look like? At the time of Covet’s creation, the existing fashion games on the market were very cartoony.
I led the avatar concept initiative with our art team, using fashion illustration as inspiration. We explored many styles and tested them with our potential audience. We knew we had to get it right the first time since we’d be living with this avatar for the lifecycle of the product.
Original avatar mood board
Avatar style testing
The Solution
The avatar system is the foundation of the game. Since players compete using style, the avatar needed to be able to support infinite style combinations with no limitations.
In addition, we needed to find a way to standardize garment photos and reference materials from hundreds of brands with varying formats into one cohesive system.
I drove the avatar development, working with brand managers, artists, engineers, and outside vendors to establish standards, create style guides, oversee execution, and test the results with the audience.
Avatar deconstructed
Celebrity Takeover
Covet Fashion partnered with numerous celebrities to do monthly takeovers of the app - from the app icon and store assets, to the in-game UI.
Players were also able to style the celebrities using look-a-like avatars in style challenges.
Role: Art direction, avatar design
Celebrity avatars