As the Creative Director for NASCAR Rivals, I was responsible for shaping the overall user experience, branding, and visual direction of the game, ensuring it delivered an authentic and immersive racing experience that would resonate with both NASCAR fans and gaming enthusiasts. My focus was on creating a cohesive design that aligned with the core elements of the sport while taking full advantage of the Nintendo Switch platform.
Branding
I crafted the visual identity for NASCAR Rivals, ensuring it embodied the thrill of NASCAR racing while maintaining consistency with the sport’s established brand. This involved developing a look and feel that reflected the high-octane action and iconic elements of NASCAR, from the roaring engines to the speedway environment.
I worked closely with the NASCAR licensing team to ensure the integration of real-world NASCAR branding, including sponsor logos, car liveries, and driver likenesses, all while keeping the game’s aesthetic fresh and appealing to the Nintendo Switch audience. Every detail—from menu design to race environments—was crafted to immerse players in the NASCAR world, enhancing the authenticity of the experience.
UI/UX Design
I led the design of the game’s user interface and user experience, aiming to create an intuitive, high-energy interaction that complemented the fast-paced nature of NASCAR racing. My approach focused on making the menus and in-game HUD (Heads-Up Display) clean, efficient, and easy to navigate without sacrificing the high-adrenaline feel that NASCAR is known for.
Key design considerations included ensuring that race statistics, positioning, and real-time updates were displayed clearly and accessibly while players remained fully immersed in the race. The Nintendo Switch’s unique control scheme required that I design for both docked and handheld modes, ensuring a seamless transition between the two, with optimized layouts and responsiveness. The result was a fluid user experience that enhanced gameplay, allowing players to easily customize cars, choose race settings, and manage progression with minimal friction.
Creative Direction
As the lead on the game’s creative vision, I managed the collaboration between game designers, artists, and developers, ensuring that every aspect of the game aligned with the overall concept. From car customization to race cinematics, my role was to ensure that the visual storytelling was dynamic and engaging, reflecting the drama and excitement of real NASCAR events.
One of my key initiatives was to bring the NASCAR experience to life through immersive sound design, vibrant color schemes, and realistic environments, pulling players into the action on every track. My direction also ensured that the game stayed accessible to all levels of players, whether they were casual gamers or die-hard racing fans, while offering enough depth to keep them engaged over long-term play.
Outcome
NASCAR Rivals launched as a visually striking and well-received racing game on the Nintendo Switch, praised for its authentic NASCAR feel, engaging gameplay, and strong UI/UX design. The game’s branding and visual elements resonated well with players, helping it stand out in the competitive racing game market. By aligning creative direction with the NASCAR brand and user experience, NASCAR Rivals provided a captivating, fan-focused gaming experience that continues to drive player engagement and satisfaction.
