GenAI Campaign 01

OBSIDIAN BRAND DESIGN

Born from molten heat. Refined for the game.

Hands-On + Pure Art Direction for the new Electronic Table Game Line

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OBSIDIAN Identity Design

OBSIDIAN represents Light & Wonder’s Electronic Table Games (ETG) platform.

I spearheaded the end-to-end design lifecycle for this flagship logo—hands-on from the initial sketch to final production. To ensure total enterprise alignment, I guided the selection process alongside the PDM and executive leadership to arrive at the final mark.

  • The Brief: Develop a high-end corporate identity that directly reflects the sleek, dark aesthetic of the physical product line.

  • The Art Direction: Balance crisp, professional corporate structures with abstract, subtle textures that evoke the sharp geometry of natural obsidian.

  • The Result: A minimalist, highly versatile, and memorable brand asset tailored for dynamic digital and physical hardware integration.

Refinement Phase: OBSIDIAN Motion Direction

  • The Challenge: Initial iterations suffered from rendering style inconsistencies and an unbalanced focus on the starting letter 'O,' which created ambiguity around the full logo's legibility.

  • The Direction: Shifted the creative focus toward unified materialization and typographic clarity.

  • The Result: A polished, synchronized animation sequence where the 3D textures reveal the entire brand name harmoniously, maintaining absolute readability on screen.

G2E Trailer

Collaborative Trailer Direction: Partnered with the PDM to spearhead the visual narrative for the Obsidian product trailer debuted at G2E. To ensure a cohesive brand experience, I aligned the cinematic VFX—specifically the terminal-wide "digital shockwave"—with the signature materialization style of the logo animation, creating a seamless, unified visual language throughout the piece.

UI Exploraiton

Strategic Brand Integration: Developed a next-generation UI evolution for Obsidian by bridging the gap between corporate identity and functional gaming design. My approach focused on synthesizing Light & Wonder’s core branding—specifically light-based thematic elements—into the UI architecture. The result is a proprietary, iconic interface that maintains high legibility while establishing a distinct visual presence in a crowded industry.

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Director

Explore Isaak's impressive art director and art portfolio pieces.

About me

Contact

isaaklien@gmail.com

626.592.0697

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