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.
Target Users
Genopets was designed for fitness enthusiasts, mobile gamers, crypto fans, and health-conscious users across a global audience. The experience supports both free-to-play and pay-to-play players, appealing to users interested in casual fitness, competitive gameplay, and digital collectibles.
Visual Design, Art Direction & Production
The visual direction of Genopets blends cybernetic and organic elements to create a distinctive, futuristic aesthetic. Modular character systems and 3D models were designed to support procedural generation, allowing each Genopet to evolve visually as players progress. Drawing inspiration from retro-futuristic styles such as Tron, the art direction uses themed color palettes and a tech-driven visual language to create a dynamic and engaging game world.
Alongside defining the visual identity, I led the 2D and 3D teams to ensure consistent quality across all in-game and marketing assets. I collaborated closely with Unity developers to ensure design feasibility, reviewed 3D artwork in Blender and Maya, and worked with animators on character motion and effects. I also managed external vendors, timelines, and deliverables, providing clear art direction and storyboards to support marketing production under tight deadlines.
Project Learnings
When I joined Genopets, I was initially the sole member of the art team during the early stages of development. As the project grew, I helped scale the team and establish a cohesive art direction that balanced cybernetic and organic themes. The production of thousands of procedurally generated Genopets required careful system design and collaboration across disciplines. The success of the visual direction was reflected in strong player engagement and enthusiastic fan-created artwork, including requests for 3D-printed versions of in-game characters. This project was a key milestone in my growth as a design leader, strengthening my experience in team management, large-scale asset production, and delivering a visually compelling live product.