Le mans ultimate driving simulator
Branding | Creative Direction | in-game UI/UX
the Brief
Build a brand and digital ecosystem worthy of the 24 Hours of Le Mans, while making competitive sim racing accessible to players outside the hardcore audience.
My role Creative Director. Led UI/UX, brand identity, marketing, and oversight of the official website (in partnership with an external agency).
The Work
• Designed an in-game UI that surfaced complex telemetry without overwhelming new players
• Built a brand language balancing Le Mans heritage with modern racing iconography
• Directed key art, trailers, and launch campaigns across Twitch, YouTube, and social
• Guided the launch site through concept, prototype, and delivery
• Designed an in-game UI that surfaced complex telemetry without overwhelming new players
Outcome
• Contributed to Motorsport Games' 48% retention lift across the portfolio
• 82% campaign reach growth versus prior launches
• 2024 Best Creative Direction, Brand Development (Motorsport Network)
creative direction | product identity FOR le man ultimate
creative direction | video production FOR le mans ultimate
Ui/ux design FOR le mans ultimate
creative direction | web design FOR le mans ultimate
creative direction | lead designer marketing & publishing FOR le mans ultimate
