Overview & Direction

UNO Premium celebrates fandom through collectible design, transforming iconic franchises into visually elevated editions of the classic card game. As Art Director, I led a team of designers in developing the creative direction and visual systems that define the UNO Fandom line, ensuring each collaboration felt authentic to its franchise while unmistakably UNO.

I partnered directly with licensors to define the overarching art direction for each edition, presenting mood boards, color explorations, and thematic concepts that set the creative foundation. Once direction was approved, I art directed designers through concept development and refinement, overseeing packaging layouts, card art, and marketing assets to ensure visual consistency and storytelling alignment across every touchpoint.

For franchises like Monster High, which lacked an existing style guide, I guided my team in building a new design language from the ground up, merging gothic nostalgia with UNO’s bold brand architecture. The visual system leaned into expressive texture, vibrant palettes, and layered compositions that balance fandom authenticity with collectible sophistication.

Through collaborative reviews and iterative feedback, I ensured each edition delivered on its creative promise: premium, fan-worthy, and true to UNO’s legacy of design innovation.