Package & Product Design eLumi Nation TCG

Project Overview

Role: Lead Designer & Brand Developer
Duration: 4 weeks
Tools: Adobe Illustrator, InDesign, AI Generate Tool
Deliverables: 107 card designs, brand identity, packaging system, physical prototypes (3 booster packs and 1 theme box).

The Solution:

Developed eLumi Nation, a fantasy TCG that blends smart gameplay with bright, AI-enhanced art, appealing to both beginners and veteran collectors with easy-to-understand design and deep strategy. (This was my first time using ai image generation).

Key Results:

  • Produced 107 unique card designs in 4 weeks.

  • Developed 6 cohesive card categories.

  • Delivered full brand identity with logo and style guide.

  • Created 3 booster pack variants and themed deck box.

  • Cut illustration time by ~50% using AI tools.

  • Featured at Seattle University Nova Design Exhibition 2024.

The Challenge:

Create a full trading card game from start to finish. This means building a strong, memorable brand, designing interesting characters players will love, and making attractive packaging that grabs attention on the shelves.

Process & Strategy

  1. Brand Identity Development

  2. Market Research & Positioning

  3. Game System Design

  4. AI-Enhanced Production Workflow***

  5. Prototyping & Testing

  6. Packaging System Design

Brand Identity Development

Logo Design Challenge: Create a mark that conveys magic and fantasy while maintaining clarity at small sizes (card applications).

Solution Process:

  1. Typography-First Approach: Selected Luminari-Regular for fantasy feel

  2. Icon Integration: Designed stylized pixie wings to reinforce magical theme

  3. Technical Optimization: Added stroke weight and glow effects for versatility

  4. Scalability Testing: Ensured readability from large packaging to small card elements

Brand Voice & Visual Language:

  • Tone: Welcoming, magical, adventurous

  • Color Strategy: Rainbow gem palette representing elemental diversity

  • Typography Hierarchy: Clear, readable fonts prioritizing gameplay functionality

Market Research & Positioning

Market Gap: Most card games currently focus primarily on kids or the hardcore gaming community, often overlooking the casual and family player segments. This presents a unique opportunity to design and develop fun, engaging, and strategic card games that can be enjoyed by players of all ages and experience levels.

Competitive Analysis:

  • Pokémon TCG: Known for its simple, colorful design and widespread popularity among younger audiences and beginners.

  • Magic: The Gathering: Celebrated for its deep, complex strategic gameplay, featuring many intricate rules that appeal to seasoned and competitive players.

There is a clear opportunity here to create a fantasy-themed card game that combines a compelling and immersive story with a clean, modern aesthetic, appealing broadly to casual, family, and strategic gamers alike.

Target Audience:

Primary: Children and young teens aged 7 to 15, including beginners who are just starting out and families looking for engaging group activities.

Secondary: Young adults aged 16 to 30, who enjoy casual collecting as a hobby and have a keen interest in strategy games.

Psychographics: This audience values creativity, enjoys being part of a vibrant community, and seeks fun experiences. They prefer games that are simple to learn yet offer meaningful, social interactions that bring people together.

Brand positioning: eLumi Nation is an incredibly captivating and immersive card game where players join forces with powerful and mysterious elemental spirits, summon mighty and legendary eLumis, and harness the enchanting magic of mystical lands to overcome exciting challenges and restore harmony and balance to their world.

Game System Design

Card Architecture Challenge: Balance visual appeal with functional gameplay information hierarchy.

Design System Creation:

Card Categories Developed:

  • eLumi Creature Cards (core gameplay)

  • Summoner Cards (player avatars)

  • Item Cards (strategic enhancements)

  • Spell Cards (tactical effects)

  • Accessory Cards (creature modifications)

  • Lumina Energy Stones (resource management)

Visual Hierarchy Solution:

  • Top Priority: Card name and cost (immediate recognition)

  • Secondary: Type indicators and energy symbols

  • Supporting: Artwork and flavor elements

  • Functional: Stats, abilities, and legal text

Consistency Framework:

  • Standardized energy stone sizing and placement

  • Unified typography treatment across categories

  • Consistent margin and safe area specifications

AI-Enhanced Production Workflow*** (First project using ai)

Production Challenge: Create 107 unique, high-quality card illustrations within 4-week deadline.

AI Integration Strategy:

  1. Prompt Engineering: Developed detailed prompts for consistent style and quality

  2. Art Direction: Maintained creative control through careful prompt crafting and post-processing

  3. Efficiency Optimization: Achieved 50% reduction in illustration time

  4. Quality Control: Refined and enhanced all AI-generated artwork manually

Technical Workflow:

  • Adobe AI Generate Tool for base illustrations

  • Manual refinement in Illustrator for consistency

  • Style guide adherence through templated processes

  • Batch processing for efficiency

Prototyping & Testing

Physical Prototype Development:

  • Print testing for color accuracy and readability

  • Paper stock evaluation for durability and feel

  • Size optimization for gameplay comfort

  • Packaging mockups for retail presentation

Iterative Improvements:

  • Font color adjustments based on print tests

  • Margin refinements for manufacturing tolerances

  • Color calibration between screen and print

  • Production method adaptation based on finances (example glossy vs. foil printing)

Technical Execution

File Management System

  • Adobe Illustrator: Individual card design and vector assets

  • Adobe InDesign: Layout compilation and print preparation

  • PDF Workflow: Optimized files with trim marks and registration

  • Asset Library: Centralized component system for consistency

Production Specifications

  • Print-ready files with bleed and safety margins

  • Color profile management for consistent output

  • Multiple format exports for various production needs

  • Version control system for design iterations

Packaging System Design

Challenge: Create packaging that stands out on shelves while communicating brand values and protecting products.

Design Strategy:

  • Brand Cohesion: Extended visual identity across all packaging formats

  • Shelf Impact: Bold colors and clear branding for retail visibility

  • Functional Design: Proper protection and storage considerations

  • Production Optimization: Print-ready files with proper bleeds and registration

Package Development:

  • 3 distinct booster pack designs for product variety

  • Theme deck box with comprehensive branding

  • Interior layout optimization for manufacturing

  • Print specification documentation for production

Project Impact & Learnings

Key Achievements:

  • Successfully delivered complete product ecosystem on schedule

  • Demonstrated effective AI integration without sacrificing creative control

  • Created scalable design system applicable to future expansions

  • Gained practical experience in print production and manufacturing preparation

Skills Developed:

  • Advanced layout design and production workflow

  • AI tool integration for enhanced productivity

  • Brand system thinking and consistent application

  • Cross-platform design adaptation (digital to physical)

  • Project scope management and timeline optimization

Future Applications:

  • Scalable design system for product line extensions

  • Proven workflow for AI-enhanced creative production

  • Foundation for potential licensing or publishing opportunities

  • Portfolio demonstration of complete product development capability

Looking Forward

This capstone project demonstrated my ability to manage complex, multi-component design systems under pressure while adapting to real-world constraints. The experience taught me to balance efficiency tools with creative standards - skills directly applicable to professional design environments where deadlines and technical limitations require both innovation and practical problem-solving.

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