Versus Evil, LLC. was a video game publisher I worked with from 2021 through 2023. As an interactive media designer, I helped plan and execute global campaigns for game launches, charity events, competitions, and special events. It was a wonderful experience and a fantastic opportunity to hone my user experience skills from a live event perspective.
Topic:
Interactive Media Designer
Built in:
Adobe Creative Suite
Highlights
Campaigns
As an Interactive Media Designer at Versus Evil, I worked across a wide range of global campaigns, helping bring game launches and community initiatives to life through interactive and digital experiences.
My role sat at the intersection of design, marketing, and user experience. I contributed to campaigns for new releases, live events, charity initiatives, and seasonal promotions; designing assets and interactive elements that encouraged player engagement across multiple platforms.
A key part of my work involved thinking about the user journey beyond the game itself: how players discover content, interact with campaigns, and stay engaged over time. I helped design experiences that were not only visually compelling but also intuitive and responsive to player behavior.
Working on live campaigns meant adapting quickly, iterating in real time, and collaborating closely with cross-functional teams. This environment sharpened my ability to design for engagement at scale while maintaining a consistent and user-friendly experience.
One of the campaigns near and dear to my heart was the First Class Paws campaign which combined the Versus Evil title First Class Trouble and charity organisation Paws Your Game where we conducted a global charity even to raise money to benefit animal welfare.
First Class Paws: VE x PYG
Given the futuristic art deco style of First Class Trouble (FCT) as well as the focus on its setting aboard a luxury space cruise, we aimed to make all assets feel like old fashioned tickets as a nod to the retro resurgence happening at the time. Tickets, boarding passes, and promotional materials were designed to feel tactile and nostalgic, echoing the resurgence of vintage-inspired design trends at the time. This approach allowed us to build a cohesive identity that felt both on-brand and distinctive across social and live content.
Concept & Objectives
The campaign was built around three core goals:
Demonstrate that gaming communities can drive positive impact
Establish a scalable framework for future charity-driven events
Expand awareness of First Class Trouble to new audiences
Rather than treating these as separate goals, we approached the campaign as a unified experience, where engagement, entertainment, and contribution were seamlessly connected.
Experience Design Approach
To bring this to life, Versus Evil partnered with Paws Your Game. Together, we designed a two-week live event that functioned as both a fundraiser and a large-scale interactive campaign.
My role focused on shaping how users would experience the campaign across multiple touchpoints:
Designing thematic visual assets (tickets, promotional graphics, overlays) that reinforced the cruise-ship fantasy
Supporting engagement loops that encouraged viewers to participate, donate, and share
Considering user flow across platforms, from social discovery to livestream engagement to charitable contribution
The event featured a continuous schedule of content from streamers, influencers, and creators across platforms like Twitch and YouTube. Each participant became part of the broader experience, helping to maintain momentum and create a sense of an ongoing, shared event.
To further drive engagement, the campaign included:
Company-funded giveaways to reward participation
Social media amplification to increase visibility and reach
Sponsorship coordination to support fundraising goals
Design Challenges
One of the key challenges was maintaining consistency across a highly distributed event. With multiple creators, platforms, and time zones involved, the campaign needed a strong visual and experiential identity that could remain recognizable regardless of where or how users engaged with it.
Additionally, designing for a live, two-week event required flexibility. Assets needed to work in a variety of contexts, from livestream overlays to social posts, while still feeling cohesive and intuitive to audiences encountering the campaign from different places. For this, we created a set of assets and a colour scheme that fit both organisations and the game. We pushed these elements out to all participants but gave them the flexibility to make their own overlays for events and posts to help balance individual community aesthetics with those present in the event. We required approval prior to posting or streaming with self-made overlays, but also provided templates that could be edited appropriately and posted with minimal oversight to offer a streamlined experience for those who were interested in that approach.
Outcomes & Impact
The campaign successfully brought together players, creators, and communities in a shared experience that combined entertainment with charitable giving. It demonstrated how thoughtfully designed interactive campaigns can:
Encourage meaningful audience participation
Strengthen community connection around a game
Extend a game’s identity beyond gameplay into broader cultural experiences
It also helped establish a foundation for future collaborations of this kind, showing the potential of live, creator-driven campaigns as both marketing tools and community-building platforms. At the end of the campaign, we surpassed our $7,000 realistic goal as well as our $15,000 stretch goal and managed to raise just under $20,000 for charity with this campaign. We also saw a notable increase in game downloads and player activity during and in the month following the event.
