RWBY | Patricia Ayala

RWBY: Amity Arena

RWBY: Amity Arena was an engaging real-time strategic duel mobile game developed by NHN Global and published by Rooster Teeth Productions, inspired by their popular anime-style web series RWBY. Initially unveiled on April 25, 2018, by Rooster Teeth, the game aimed to immerse players in the vibrant universe of RWBY.

The global launch for Android devices took place on October 22, 2018, with exceptions for the United States, Canada, Japan, and China, where it debuted shortly after. iOS users worldwide gained access on October 25, 2018, with the game reaching Japan on January 31, 2019.

Despite its promising start, RWBY: Amity Arena faced a setback when, on December 27, 2020, it was announced that the game would cease operations permanently on January 28, 2021. Despite its closure, fans fondly remember the game for its strategic gameplay and faithful adaptation of the RWBY universe.

Game Info

Type: Mobile Game

Developer: NHN Global

Publisher: Rooster Teeth Productions

Platform: iOS | Android

Team

Lead Designer: Patricia Ayala

Product Manager: Alex Fleming

Product Manager: Kyong Kim

Product Manager: Harry Cho

Community Manager: Jeremy Reyes

Community Manager: Carlos Lopez

Work

2017 - 2020

In my role, I was responsible for diverse creative tasks, including visual design, where I crafted compelling and visually appealing graphics to enhance brand identity. My UA (User Acquisition) marketing expertise involved strategizing and executing campaigns on Google and Apple platforms to drive app installations and user engagement. I also specialized in motion graphics, creating dynamic visuals and animations that effectively captured attention and conveyed messages. My skills in illustration design allowed me to develop unique and engaging artwork tailored to various project needs. Additionally, I worked on animation, bringing static designs to life with movement and storytelling. Lastly, my print design experience encompassed designing materials such as brochures, posters, and flyers, ensuring they were both aesthetically pleasing and print-ready.

Projects

Visual Design

UA Marketing

Motion Graphics

Illustration Design

Animation

Print Design

Software

Photoshop

Illustrator

After Effects

Blender

Visual Design

I was responsible for designing and managing visually engaging content across Facebook, Instagram, and Twitter to enhance the game's social media presence. My role involved crafting eye-catching graphics, animations, and promotional materials tailored to each platform, ensuring that the visual elements captured the essence of the game's dynamic characters and gameplay. By leveraging my skills in visual design and a deep understanding of the RWBY franchise, I created compelling content that resonated with the fanbase and drove increased engagement and visibility. This position required a blend of creativity, technical expertise, and strategic thinking to ensure that each piece of content looked great and effectively supported the overall marketing strategy.

Facebook Content

Instagram Content

X (Twitter) Content

UA Marketing

I worked in User Acquisition (UA) marketing for RWBY Amity Arena, where I was instrumental in driving user growth and engagement through strategic campaigns on Google and Apple platforms. My role encompassed designing and executing targeted ads, analyzing performance metrics to optimize ad spend, and creating compelling visual designs for ad creatives and promotional materials. By blending data-driven insights with my expertise in visual design, I crafted engaging content that resonated with diverse audiences, successfully boosting user acquisition rates and contributing to the game's overall success. My work required a combination of strategic planning, creative design, and analytical skills to deliver effective marketing solutions.

Google and Apple

Apple Store Screenshots

I was responsible for designing and optimizing Apple App Store screenshots for RWBY Amity Arena. I created visually compelling graphics to highlight the game's features and drive user engagement, collaborating with the design team and refining content based on performance data to enhance the app’s storefront presence and attract more users.

Motion Graphics

Youtube

Illustration Design

Designing the Illustration: Designing the illustration for Penny Polendina was a time-intensive yet incredibly rewarding experience. Crafting her intricate details required a meticulous approach to perfectly capture her character's essence. From defining her unique features to choosing the right color palette and refining every aspect of the design, the process demanded both technical skill and creative vision. Each detail had to align with her established character traits, creating a visually compelling representation that reflected her personality.

Animation

Animating the Illustration: Animating the illustration was an equally engaging challenge, seamlessly integrating each design element into dynamic sequences. Bringing Penny Polendina to life required careful attention to animation principles, ensuring that every frame conveyed her unique charm and personality. The animation involved keyframing, motion graphics, and effects to create fluid and expressive movements. Once completed, the final animation was shared on Facebook and Twitter, where it garnered enthusiastic responses from fans, highlighting the success of both the design and animation efforts.

Print Design

Event

RTX 2018 Sep 15, 2018 – Sun, Sep 16.

RTX was Rooster Teeth's annual convention celebrating gaming and internet culture in Austin, Texas.

Retractable Banners

Designing the retractable banners for RWBY Amity Arena for RTX 2018 was an exhilarating and challenging experience. The project required meticulous attention to detail to ensure that every element was perfectly aligned and visually impactful. From conceptualizing the design to finalizing the graphics, I faced numerous challenges in balancing creativity with accuracy, ensuring all information was correct and aesthetically pleasing. Despite the obstacles, the process was incredibly rewarding, and seeing the finished banners prominently displayed at the event was a highlight of my career. The experience showcased my design skills and taught me valuable lessons in precision and project management.

Vinyl Banners

Creating vinyl banners for RWBY Amity Arena was a thrilling experience, especially since it was my first time working on such a high-profile project. The pressure was on, knowing these banners would be prominently displayed at the front of the building. I was anxious about getting everything perfect within a tight deadline, but the result was stunning. Seeing the fans' excited reactions and knowing they loved it made all the stress worthwhile. It was a gratifying moment to see my work contribute to the excitement of the event.

Flyer

Designing my first bookmark was an awesome experience. I kept the design simple and cool, focusing on clean lines and vibrant colors. The final result was both stylish and functional, and I was thrilled with how it turned out. It was exciting to see something so straightforward become a standout piece.

Bookmark

I initially thought designing the flyer would be straightforward, but it turned out to be more complex than expected. Balancing overlapping art assets, highlighting key characters without overcrowding the design, and following art guidelines were challenges. Despite these difficulties, I enjoyed refining the flyer. Seeing the vibrant colors and well-placed characters come together beautifully and the fans' positive feedback made the whole experience incredibly rewarding.

T-Shirt

Designing the RBWY Amity Arena T-shirt was a thrilling, creative journey. I crafted a vibrant graphic with bold colors and sleek lines to capture the game's energy. Every detail, from the logo placement to the color balance, was meticulously refined. Although it was disheartening when the company chose a different design, the joy of bringing my vision to life made the process incredibly rewarding.

Gallery

Gallery

RTX 2018 | Sep 15, 2018 – Sun, Sep 16