Kitty Bingo

Recognising the need for a distinctive identity in a crowded market, I art directed the creation of an iconic family of cat characters that would become the cornerstone of the brand's visual language and user experience.

Working collaboratively with illustrators and UX specialists, we developed a cast of feline personalities, each with unique traits and storylines that resonated with different player segments. These characters weren't merely decorative elements, they were strategically integrated throughout the user journey, guiding players through registration, games, and promotional content while creating emotional connection points.

The technical challenge lay in modernising the successful Kitty Bingo interface while building a flexible framework that could be deployed across Stride's entire brand portfolio. We constructed a modular design system with consistent interaction patterns and visual elements that maintained core functionality while allowing for brand-specific customisation. This approach reduced development time for new brand implementations while maintaining the distinct personality of each brand.

Performance metrics demonstrated the success of our character-driven approach, with user engagement increasing. Most notably, the cat characters evolved beyond the digital platform, becoming central to marketing campaigns, social media engagement, and merchandise, creating a cohesive brand ecosystem that players genuinely connected with.

This project exemplifies my approach to creating digital experiences that balance technical excellence with memorable brand narratives, driving both platform usability and emotional user engagement.