Star Ocean: The Second Story R.

To support the global release of Star Ocean: The Second Story R, I led the design and direction of the promotional website - crafted to balance visual storytelling with sharp commercial focus. The site doubled as a narrative teaser for longtime fans and a strategic tool aimed at driving pre-orders, with particular attention paid to the Buy page.

Recognising the audience’s mobile behaviour, the project was built around a mobile-first UX strategy. Wireframes began at the smallest viewport, ensuring clarity, speed, and ease of purchase before scaling the design up to desktop. The Buy section was at the core: structured platform selectors, clear pricing layouts, and high-contrast CTAs were tested through multiple A/B rounds to fine-tune conversion performance.

To elevate the user experience, I introduced subtle motion across UI elements and artwork - nothing too flashy, just enough to add depth and guide attention. These micro-interactions helped keep the user engaged and highlighted key moments throughout the page.

The visual system was built from scratch. I created a detailed style guide covering buttons, hover states, colour palettes, and type hierarchy, which kept everything consistent and developer-friendly. Figma files were cleanly organised with components and shared libraries, so updates - especially for localisation - were fast and error-free.

User journeys and interactive prototypes helped align internal teams early, giving space for feedback and refinement before any pixels were polished. The final result was a modular, responsive site that reflected the game’s production value and performed well across regions.

Goals:

• Promote the release across all major platforms

• Create a visually rich and responsive mobile-first experience

• Optimise the Buy page to support conversion

• A/B test critical layout decisions

• Support multi-language rollout and regional updates

User journeys and interactive prototypes helped align internal teams early, giving space for feedback and refinement before any pixels were polished. The final result was a modular, responsive site that reflected the game’s production value and performed well across regions.

The outcome was a measurable success - user engagement increased, and the optimised Buy page played a key role in boosting early sales across territories. The site not only met the campaign goals but became a central piece in the game’s global marketing strategy.

From strategy to final pixel, this project reflects my approach to digital experiences - thoughtful, scalable, and emotionally resonant. It’s not just about how it looks, but how it works, feels, and endures.

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Beyond the featured work, I’ve helped shape the digital presence of nearly every major Square Enix and Eidos title – from Tomb Raider and Final Fantasy to Kingdom Hearts and Hitman – defining how fans engage with their favourite worlds. Outside of gaming, I’ve also designed web experiences for music industry icons like Depeche Mode, Tom Jones and Maroon 5, as well as festivals including Download, Reading & Leeds, Wireless, and more.