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HanleyCreative | A multi-disciplinary design studio
LAI Games
Industry: Entertainment
THE CHALLENGE:
As a global leader in the amusement industry, LAI Games develops immersive games out of their Singapore and Texas HQ and builds the cutting-edge hardware to match. However, their marketing collateral wasn't reflecting the premium, high-tech nature of their products.
THE GOAL:
Modernize and level up the entire marketing ecosystem.
The visual strategy had to balance two conflicting needs: look incredibly dynamic and fun for
the end-user playing the games, while projecting premium B2B trust and ROI to the arcade
operators buying the cabinets from the product catalogs and global trade shows.
THE PROCESS:
I was brought on to scale premium output across a global footprint by integrating traditional Adobe Creative Suite execution with advanced AI workflows, video editing, and motion design. This allowed
me to rapidly level up everything from daily social media layouts to massive expo booth graphics.
THE SOLUTION:
A dramatically improved global visual standard that modernized how LAI Games presented itself
to the world. The elevated strategy culminated in immersive trade show graphics for IAAPA, polished corporate print catalogs, and dynamic new game logos, social and print materials that directly supported
multi-million dollar lead generation.
GLOBAL EXPOS: DESIGNING AT SCALE
At major industry events like IAAPA and IAAPA Asia, the booth is the brand.
I directed the visual strategy and produced immersive, large-scale environmental graphics designed
to cut through the noise of a crowded convention floor. This overarching visual elevation created a premium destination for attendees and directly supported multi-million dollar lead generation.
Deliverables:
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Corporate Stationary Systems
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Trade Show Booth & Expo Graphics (IAAPA & IAAPA Asia)
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Product Catalogs & Corporate Print Material
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Logos & Branding for New Game Releases
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Social Media Layouts & Digital Advertising
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Video Editing & Motion Design
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AI-Enhanced Creative Workflows
BRAND IDENTITY & MOTION: IMMERSIVE STORYTELLING
Launching a high-profile IP requires a visual identity that hits hard across every medium. We developed the complete brand foundation for this release; designing the primary game logo and engineering a custom typography system to ensure cohesive global branding. To translate that static identity into
high-energy marketing, we produced and edited this dynamic sizzle reel, layering custom visual effects and seamless transitions to capture the pulse-pounding nature of the VR experience.
DIGITAL & SOCIAL: HIGH-VELOCITY OUTPUT
To keep pace with a relentless global product release cycle, I overhauled the brand’s digital
presence. By integrating advanced AI workflows, video editing, and motion design into daily
production, I dramatically reduced turnaround times. The result was a highly energetic,
leveled-up aesthetic across every social campaign, video asset, and digital ad.
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