Final Fantasy XIV — Martin “Wai" Nguyen

The Overview

Working across the Final Fantasy XIV brand ecosystem, the creative challenge was to extend the world of FFXIV beyond the game itself—developing visual work that felt connected to the universe players inhabit online.

The art direction focused on building cohesive creative systems that translated the scale, emotion, and storytelling of FFXIV across digital campaigns, promotional assets, and community-facing experiences. Rather than functioning as standalone marketing materials, the work aimed to reinforce the ongoing world-building and immersive identity that define the franchise.

The Impact

The work helped create a cohesive creative ecosystem that supported the evolving identity of FFXIV across multiple touchpoints. By approaching each execution through the lens of world-building, the visual direction reinforced the emotional connection players have with the universe and the ongoing journey within it.

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Senior Director, Community : Matt Hilton
Director, Design : Caroline Wu Bonti
Director, Marketing : Cameron Turner
Director, Events : Wilbur Lin
Senior Manager, Marketing : Lisa Kawashima
Sr. Creative Designer : Martin Nguyen
Sr. Motion Designer : Anthony Ricciardi
Manager, Marketing : Delaney Unruh

Courtesy of Square Enix

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FanFest 2026

For the Final Fantasy XIV FanFest, the creative challenge was to build a visual identity that captured the scale, emotion, and community spirit of one of gaming’s most passionate fan events. The identity needed to function beyond a traditional event system—serving as a unifying visual language across live experiences, digital touchpoints, broadcast moments, and fan-facing campaign assets.

Working across the Fan Festival campaign, I helped shape the art direction and visual identity system that carried through the event experience, creating a cohesive world that felt celebratory, immersive, and unmistakably FFXIV.