WorldSmith

WorldSmith is a dynamic and intuitive world-building platform built for Dungeon Masters to craft and organize their campaigns with ease. As the team’s first and only designer, I wore many hats—shaping the visual direction of the brand while building intuitive tools that enhanced storytelling and gameplay.

Role

Art Director

Skills

Branding, visual identity, UI/UX design, user research, illustration, iconography, and marketing asset creation

Contributions

I led the development of the brand’s first comprehensive visual identity, establishing a cohesive system across web, product, and marketing. From crafting original illustrations and UI assets to defining design systems, my work gave WorldSmith a recognizable visual presence grounded in both utility and magic.

Website & UI

Collaborating closely with the developers and founders, I designed a suite of modular, web-based tools—from the customizable dashboard and content generators to campaign libraries and landing pages. My focus was on simplifying complex features while supporting scalability for long-term growth.

User Testing

To better understand user needs, I designed and tested multiple layout variations for key landing pages like the pricing page. Through A/B testing, we evaluated how layout, copy, and visual hierarchy influenced engagement and conversions—ultimately refining the experience for clarity and impact.

2D Art & Visual Design

Every visual element—from interface icons to button designs—was handcrafted to reflect the brand’s digital-fantasy tone. The result: a product that feels not only functional but delightfully immersive.