Project Overview

Objective: The brief was to create a brand and then product with packaging that complemented the function of the product.

Deliverables:

Product Name: A fitting name for the product.
Company Name/Logo: Brand identity and logo.
Branding (Style Guide): Develop a style guide to ensure consistency across all materials.
Packaging: Design packaging that reflects the product's branding and is suitable for market presentation.
Physical Prototype of Product
Additional Design Materials: Any other materials that enhance the presentation and usability of the product.

Product name: eLumi Nation

Purpose: The goal for this project is to design a conceptual, marketable, and collectible card game, including its packaging.

The project aims to showcase the ability to apply design techniques, hands-on skills, and design theory to create an original and marketable product. It will also demonstrate an understanding of mass-production concepts and present a professional presentation of the finished product.

Scope:

Duration: 4 weeks
Components:
- Product design (107 individual card designs)
- Packaging design
  (3 Booster Pack Designs & 1 Theme Deck Box)

Ideation &
Market Research

Developing the Brand Identity & Logo Design

eLumi Nation is a magical and accessible trading card game that invites players of all ages into a vibrant world of fantasy and adventure. With a commitment to inclusivity and creativity, eLumi Nation combines the playful spirit of classic card games with a fresh, modern aesthetic, ensuring a welcoming environment for both newcomers and experienced players alike.

At eLumi Nation, we believe in the power of imagination and the joy of discovery. Our game is designed to be simple to learn yet strategically deep, providing a sense of accomplishment through collecting and mastering gameplay.

We aim to foster a community where players can connect, share strategies, and explore the limitless possibilities of the eLumi universe. Our brand’s essence is rooted in creating a unique and captivating experience that celebrates the spirit of exploration and creativity, appealing to those who seek an escape into a world of wonder.

Tagline:

"Enter a world where magic meets imagination."

Research & Concept Development:

Market Analysis: Investigated existing trading card games (TCGs) like Pokémon and Magic: The Gathering to understand their market presence and identify gaps for new entrants.

Target Audience:

Demographics:

Age: Primarily targeting children and young adults aged 7 and above.
Gender: Gender-neutral, appealing to all genders equally.
Interests: Fantasy themes, collecting, competitive gameplay, and community involvement.

Psychographics:

Lifestyle: Interested in imaginative and creative hobbies, spending leisure time engaging in games with friends and family.
Motivations: Looking for a game that is easy to learn but offers strategic depth, providing a sense of accomplishment through collecting and mastering the gameplay.

Logo Design:

Initial Sketches: From the beginning, I was clear that my logo would emphasize straightforward typography, aware that it would be situated above more intricate backgrounds. Later, I integrated pixie wings into the logo design to introduce additional visual diversity to the brand.

Typeface Integration: Integrated Luminari-Regular into the logo, applying a ~.25 stroke for enhanced visual presence and legibility.
Pixie Wing Icon: Designed a logomark icon featuring stylized pixie wings, symbolizing the magical and ethereal qualities of the game. The wings were crafted to complement the flowing and intricate style of the Luminari typeface.
Visual Effects: For logos used on colored backgrounds, added a white duplicate of the black logo with a Gaussian blur effect (5px) to create a subtle glow, enhancing the magical fantasy vibe.
Refinement: Refined the overall logo design, ensuring the pixie wing icon and rainbow gem background seamlessly integrate with the text, creating a cohesive and visually appealing logo.

Style Guide & Visual Assets

I started by gathering the components necessary for all the cards. This included typography, logos, color schemes for each type of card, and finally, the 11 elemental lumina energy stones that would symbolize the card's type.

I paid special attention to the stones, ensuring they were all of consistent size. This was crucial to guarantee they would seamlessly fit into their designated areas within the card design, with minimal variation.

Creating eLumi Nation Cards in Adobe Illustrator

Designing the trading card game (TCG) cards began with the foundational step of determining the essential types of cards required for gameplay.

To create a dynamic and engaging game experience, we identified six core card types:

eLumi Creature Cards: which represent the various beings that players can summon and battle with.

Summoner Cards: which denote the players and their special abilities; Item Cards, which provide various in-game advantages or effects.

Spell Cards: which introduce powerful spells with unique effects.

Accessory Cards: which enhance creatures or provide strategic benefits.

Lumina Energy Stone Cards: which are used to fuel the special abilities and summoning costs of other cards. By establishing these categories, we ensured that each card type would contribute meaningfully to the game’s mechanics and overall strategy.

AI Utilization & File Optimization

Adobe AI Generate Tool:
The Adobe AI Generate Tool became invaluable in facilitating the mass production of cards for the prototype product within a tight timeline. By leveraging Adobe AI's capabilities, I efficiently created background illustrations, significantly enhancing the design workflow. Crafting detailed prompts allowed me to produce intricate and diverse card designs swiftly. By simplifying designs where necessary and meticulously refining the generated artwork, I ensured optimal results. This strategic approach streamlined the creative process, demonstrating the effectiveness of AI tools in producing high-quality, concept-driven prototypes in a short period.

Anatomy: The Creature Card

From top-left to bottom-right:

Name of Card
Life Points (LP)
Summon Cost
Card elemental Lumina Stone Energy
Photo
Weakness typing (x2)
Special Ability and Moves with Lumina Cost
Copyright Placement
Card Set # and Rarity

Anatomy: The Summoner Card

From top-left to bottom-right:

Card Type
Summoner Name
- Summoner Title
Summon Cost
Card elemental Lumina Stone Energy
Photo
Summoner Skill or Ability
Copyright Placement
Card Set # and Rarity

File Management: Card designs were saved as PDFs with precise trim and registration marks, and then consolidated into Adobe InDesign for a flattened file.

This method facilitated smoother printing processes and minimized file sizes, ensuring both high-quality output and efficient file handling.

Product Prototyping & Print Testing

Card Prototyping:

After detailing the content for each card and setting up margins and safe areas, I proceeded to create physical prototypes to assess design elements and functionality. This stage involved conducting print tests to verify color accuracy, readability, and overall design quality.

For instance, I adjusted the font color on the card body to enhance legibility in the printed versions. These prototypes were crucial for fine-tuning the design and ensuring that every visual element met the desired standards when produced.

First Iteration

Final Iteration

Creating the Packaging

Booster Packs & Theme Deck Box Creation

Design Development: Created three booster pack designs and a theme deck box with cohesive branding and thematic elements.
Layout: Designed the front, back, and sides of booster packs and all panels of the theme deck box.
Alignment and Bleed: Ensured precise alignment using guide and applied bleed settings for visual consistency.
Prototyping and Testing: Developed prototypes for evaluation and conducted print tests to fine-tune color accuracy and design quality.
Printing Challenges: Adapted from foil printing to glossy paper to maintain visual appeal.
Finalization: Prepared files with trim and registration marks and oversaw quality control during production.