While working as a web designer and developer at Gamelab, a renowned independent video game company in NYC, we created an online social network in collaboration with the Games, Learning, and Society Group (GLS) at the University of Wisconsin-Madison, and funding by the MacArthur Foundation in its Digital Media and Learning initiative. The goals of the project were to teach kids gaming literacy and an overall understanding of building systems. The project was directed by Katie Salen from Institute of Play and Parsons Design & Technology. I was responsible for web design and front-end web development of the Private Beta site.

Aesthetics were a major focus of the project in an effort to create a convincing narrative. The narrative of the video game world had a Steampunk setting—an alternate reality where technology remained mechanical and steam-powered without any digital influence. I did significant visual research and created mood boards.



The page designs were based on design requirements determined by the Gamestar Mechanic team. My goal was to create intuitive layouts and immersive, fantastic visuals that matched and expanded on pre-existing game artwork and design. All character and landscape artwork was illustrated by the lead artist, Kyron Ramsey. The game-building Flash tool was designed by Phil Weber. The Full Public Release (Which I did not work on though elements were taken from my Beta design) should launch soon at GameStarMechanic.com.