Genopets is a free-to-play, move-to-earn NFT mobile game built on the Solana blockchain. The product merges fitness tracking with blockchain-based gameplay, rewarding players for physical activity while introducing them to Web3 and digital ownership.
Client
Role
Visual Design Art Direction Team Management Project Management
Industries
Blockchain
Date
2021 - 2024
Role & Team
I worked as Senior Art Director, responsible for visual design, art direction, team leadership, and project management. I collaborated closely with 2D and 3D artists, animators, developers, and external vendors, working in partnership with the product and engineering teams throughout development.
Project Goal
The goal of Genopets was to encourage physical activity through a move-to-earn model that blends fitness with blockchain gaming. The product aimed to deliver a seamless experience for both gamers and crypto-native users, promoting healthier lifestyles while lowering the barrier to entry into Web3.
Art Direction & Visual World
The visual identity draws from retro-futuristic aesthetics — Tron-era colour palettes, tech-driven visual language, and a character system built for procedural evolution. Every Genopet was designed to feel personal: modular character systems and 3D models allowed each creature to evolve visually as the player progressed, giving genuine visual rewards for time and effort invested. I reviewed 3D artwork in Blender and Maya, provided direction to animators on character motion, and worked with developers on implementation constraints. For marketing production, I managed external vendors and tight deadlines — creating storyboards and clear art direction documents to keep production on track without losing quality.
Project Learnings
Leading an art team from zero is very different from joining an established one. Building processes, setting quality standards, and hiring the right people while simultaneously shipping assets taught me as much about leadership as it did about design. The moment that still sticks: fans started requesting 3D-printed versions of in-game characters. When your players want to bring your work into the physical world, you know the visual direction landed.