Who, What, Where Am I: Game Concept

A design brief tasked me with conceptualising and designing the visual identity, user interface, and promotional imagery for an augmented reality party game that transforms players’ appearances in real-time, challenging them to guess who, what, or where they are.

Working closely with the game’s producers, I developed a bold, playful brand language and a set of immersive UI graphics that communicate the game’s fast-paced, light-hearted energy. The concept centres around AR filters that overlay humorous or surprising transformations—placing users in famous locations, giving them iconic costumes, or turning them into themed characters. These scenarios form the basis for guessing prompts such as “Where am I?”, “What am I?”, or “Who am I?”

The UI design features bright, energetic colour palettes and clear, accessible icons and buttons, supporting fast gameplay and intuitive interactions. Each game scene—visible both in mockups and in-game screens—was composed using heavily retouched and composited stock imagery, bringing to life environments like Hollywood, a retro rock concert, or a 60s-inspired kitchen setting. These were meticulously edited to maintain visual consistency across gameplay moments.

Typography and layout were designed for quick legibility and brand clarity, and the overall art direction captures the upbeat, social vibe essential to party games. The mobile UI is intentionally clean and uncluttered, allowing the AR effects and players’ expressions to take centre stage. The design system is also modular, enabling future expansion to new themes and challenges.