Shiny Shoe LLC
Sports Live & Mobile
TURNING LIVE FANDOM INTO PLAYABLE MOMENTS
Designing branded mini-games for MSG’s iconic teams.
Madison Square Garden Entertainment is synonymous with unforgettable live sports moments, and in collaboration with Shiny Shoe Games, we set out to bring that same energy to mobile. The goal was to create fast, engaging mini-games that would enhance the live arena experience and deepen fan interaction for two of MSG’s most iconic teams—the New York Rangers and the New York Knicks.
My role focused on translating each team’s identity into a cohesive digital experience. Working within established brand guidelines, I developed a visual system that extended the teams' personalities into interactive environments. This included team-specific palettes, typography, iconography, UI components, and expressive character designs—all crafted to energize gameplay and create instant recognition. These assets were designed to work across mobile formats and large-scale arena screens, bridging physical and digital fan touchpoints with consistency and impact.
Visual systems and interaction frameworks.
To support an efficient creative pipeline, I developed a comprehensive style guide that merged MSG’s broader brand framework with the fast-paced, stylized needs of mobile mini-games and in-arena visuals. This system emphasized modularity—featuring reusable components, scalable layouts, and adaptable visual elements—to accelerate production and maintain consistency across all touchpoints.
Working closely with MSG’s internal marketing team, I ensured that every visual decision aligned with the deeply established identities of the New York Knicks and Rangers. From uniform colors and logos to type treatments and motion cues, every detail was crafted with precision to preserve the integrity of each team’s iconic presence. The goal was to create stylized representations that felt instantly familiar to fans—reinforcing team recognition and emotional connection in both mobile gameplay and large-format arena displays. This approach allowed us to maintain brand authenticity while creating interactive moments that extended team spirit into new, engaging digital experiences.
