The Overview
Establish a distinct visual identity for FINAL FANTASY TACTICS - The Ivalice Chronicles that translates the rich political drama and tactical depth of Final Fantasy Tactics into a cohesive marketing system. The goal was to create a scalable design language that could unify social content and banner advertising while capturing the tone of Ivalice—grounded, intricate, and steeped in history.
The Challenge
The Final Fantasy Tactics legacy is defined by its layered storytelling, detailed world-building, and devoted fanbase. The challenge was to modernize this identity for contemporary marketing channels without losing the nuance and authenticity that longtime fans expect. Additionally, the work needed to perform across a wide range of formats—balancing intricate visual storytelling with the clarity and speed required for digital and social placements.
Ensure all creative felt immersive and celebratory for longtime fans
Maintain clarity and visual impact across a multitude of assets
The Approach
For a longtime fan myself, it was an honor to have developed a visual system rooted in the textures and structures of Ivalice—drawing from medieval scripts, cartographic elements, and muted, painterly palettes to evoke a sense of history and political intrigue. This system informed a series of flexible compositions for social graphics and banner ads, where character hierarchy, typography, and framing devices were carefully controlled to maintain consistency while allowing for variation. The approach prioritized readability and impact at smaller scales while preserving the depth and atmosphere of the source material.
The Impact
The resulting work established a cohesive and recognizable visual identity across digital marketing channels. By translating the complexity of the world into a structured yet flexible system, the campaign visuals were able to resonate with both longtime fans and new audiences—delivering assets that were not only visually compelling but also effective across high-volume social and performance-driven banner placements.
Executive Creative Director : Ricardo Mireles
Producer: Luke Heywood
Sr Creative Designer : Martin Nguyen
Sr. Motion Designer : Anthony Ricciardi
Sr Production Artist : Ken Murayama
Production Artist : Cindy Huber
Courtesy of Square Enix
With many stakeholders and fans with high hopes for this title, I established a cohesive visual identity for the marketing campaign that translated the game’s rich world-building into a scalable system across social, digital, and promotional touchpoints. The approach focused on modernizing the title’s deeply nostalgic aesthetic with a more refined, contemporary structure. Through thoughtful use of typography, composition, and simply two shapes that were inspired by the in-game health bars, the identity balanced heritage with clarity, allowing the campaign to resonate with longtime fans while remaining accessible to new audiences.
Key Highlights
Developed a flexible visual system that maintained consistency across high-volume social graphics and performance-driven banner ads
Modernized a beloved legacy title while preserving its core tone and visual DNA, ensuring both authenticity and broader appeal
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Visual Identity
For Final Fantasy Tactics — The Ivalice Chronicles, I developed a series of social graphics and banner ads built from a cohesive visual system designed to scale across multiple touchpoints.
Each asset was designed with performance in mind—balancing intricate world-building details with strong hierarchy and readability at smaller sizes. This system enabled efficient adaptation across platforms, ensuring a unified campaign presence while supporting a high volume of content across digital and social channels.
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Digital Campaign Assets
