SPAWN CUP
THE COURSE IS LIVE.
Multi-format Campaign Design
Recruitment design challenge for Make/Do Labs · 2026
01 / Project Overview
SPAWN CUP is a fictional livestreamed Roblox tournament featuring eight creators, designed for an audience aged 13–24. Working from a supplied brief, I developed the visual direction and six connected assets across promotional, social, and broadcast formats.
My role
AI-assisted image creation, typography, layout, and cross-format composition.
Deliverables
Two key art formats, a creator announcement, event schedule, standings, and a Starting Soon screen.
02 / The Challenge
The brief asked for the energy of Roblox and the credibility of a sporting event. Across six formats, the campaign had to attract attention while keeping creator names, schedules, and results easy to find.
The design challenge was to change the balance of imagery and information without losing the tournament’s identity.
03 / Creative Direction
Treat the creators like competitors.
I put the avatars at the centre of the campaign, using cinematic action and arena imagery to frame them as competitors. Bold typography and a restrained palette give the event a sporting tone.
The characters carry the playfulness; the logo, panels, and information hierarchy make the competition feel organised and credible.
04 / Visual Identity
Black and white establish the structure; neon lime marks key details. Condensed typography gives headlines and creator names a strong presence.
Angular white panels separate practical information from detailed backgrounds. The shared logo, palette, and panel system connect the expressive key art with the more restrained schedule and standings.
05 / Campaign Applications
Key Art / 16:9 and 9:16
The landscape version separates the headline and event details from the action on the right. For the vertical format, I moved the avatars above the message and regrouped the time and channels beneath it.
Platform UI overlays helped check how the composition sits within a feed.
Creator Announcement / 4:5
ZaraBuilds’ name and avatar lead the composition. A fixed logo, information panel, and graphic frame create a repeatable structure for the other competitors.
Event Schedule / 16:9
Day and time groupings turn the programme into a clear reading sequence. A lime highlight singles out the grand final, while the white panel keeps the timetable distinct from the arena background.
Day 1 Standings / 9:16
I reduced the imagery to prioritise rank, creator name, and points. Aligned columns create a clear reading order, with lime highlighting the leader.
Starting Soon / 1920 × 1080
The message and countdown lead the broadcast holding screen. The same avatars, palette, and panels carry the campaign into the livestream while keeping the next session and start time visible.
The countdown is shown as a static placeholder.
06 / Process & Production
I created background and avatar assets with ChatGPT Image Generation, then developed the typography, layouts, and cross-format compositions in Adobe Illustrator.
The working file keeps text live and imagery embedded. Separate masks, cutouts, shadows, gradients, and vector markings support an editable composition rather than a flattened final image.
I checked schedule and standings content against the brief and documented platform UI overlays and small-size readability. The handoff included six native-size exports, the Illustrator file, source assets, and process notes.
07 / Outcome
The final handoff connects six promotional, social, and broadcast assets through one visual identity.
The key lesson was to keep the system consistent while changing what leads each format: imagery for anticipation, a name and portrait for a creator reveal, and a clear reading order for schedules and results.
Tools
Adobe Illustrator · ChatGPT Image Generation
Created as a recruitment design challenge for Make/Do Labs. SPAWN CUP is a fictional event; this is a concept campaign, not a launched event.