NHL Blast
I worked as Art Lead on the NHL Roblox experience, NHL Blast. over the course of approximately one year, contributing across multiple live content updates. Unlike a fixed-scope project, this was a continuously evolving live environment - requiring adaptability, consistency, and scalable art.
The experience blended 3D environments, UI systems, 2D campaign visuals, and VFX, all tailored to Roblox’s technical constraints while capturing the energy, recognisability, and brand presence of the NHL. My role focused on maintaining a cohesive visual identity across frequent updates while supporting the team in delivering high-quality content under shifting campaign timelines.
The Challenge
Operating within a live game environment introduced a different set of constraints than a one-time launch. Each campaign needed to feel fresh and event-driven while still sitting comfortably within the established visual and gameplay systems.
The project required balancing speed with consistency - ensuring assets were delivered efficiently without fragmenting the overall art direction. At the same time, the work had to align with NHL brand standards and Roblox performance limitations, all within an agile, cross-disciplinary production framework.
My Role as Art Lead
Visual Consistency Across Live Updates
Maintained and safeguarded the project’s visual identity
Ensured cohesion between legacy content and new releases
Working with an adapted art direction to fit evolving campaign themes
Multi-Disciplinary Contribution
3D asset and environment creation
UI implementation and 2D campaign visuals
VFX support for seasonal and event-based content
Workflow & Collaboration
Supported the art team across shifting production cycles
Collaborated closely with designers, developers, and production
Helped structure workflows for maintainability within a live service environment
Project Scope
~1 year of active development
6 "marketing" campaigns
Ongoing live updates and event-driven releases
