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Wide hero image for the Birdy Call game, featuring the Birdy Call logo and 'Talk Birdy to Me' subtitle in the center, an illustration of the new 'Screaming Cowbird' character holding a megaphone with 'MOOOOOOOORE TO THE RIGHT!' talk bubble, and an illustration of the new "Mute Swan' character miming pulling a lasso wrapped around the logo.

Dyce Games

2025

⟢ Overview ⟣

Reimagine the visual identity of a family-friendly card game to effectively reposition it for an even younger demographic (6+ years).

⟢ Project Scope ⟣

  • Brand Strategy

  • Visual Identity Refresh

  • Content Development

  • Expansion Strategy

  • Character Development & Illustration

  • Layout & Composition

  • Print-Ready Component Construction

  • Static & Animated Asset Creation

Animated original Birdy Call card stack cycling through illustrated bird characters.

⟢ Initial Insights ⟣

When I first got my hands on Birdy Call, I was immediately charmed by the concept but also struck by how mismatched it felt for its intended audience.


#1. The game was recommended for ages 8+ but the artwork leaned too mature.

⟢ The Approach ⟣

I knew from the start that if this game was going to succeed, we needed to bridge the gap between the fun, lighthearted spirit of the gameplay and a more accessible, family-friendly visual identity, which meant:

  • Refreshing the visual identity with artwork that felt playful, whimsical, and kid-appropriate.

  • Rethinking the packaging to make it easier to sell and shelve.

  • Adjusting the gameplay tone so families could enjoy it together without awkward explanation or feelings of discomfort, especially if they were to play with younger children.

Animated updated Birdy Call card stack cycling through illustrated bird characters.

⟢ Key Takeaway ⟣

The redesigned Birdy Call feels like a whole new experience:


#1. The updated art is kid-friendly, humorous, and approachable.

Ultimately, the redesign transformed Birdy Call from a game that risked alienating its target audience into one that sparks joy, laughter, and connection for families. And by planning ahead with an expansion strategy, I helped position the company for continued success beyond a single release.

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