ALEXANDRA ADLER

As part of The Sims rebrand, I led the end-to-end development of a dynamic, playful motion toolkit in collaboration with agency partner Buck. From initial concept to final execution, I led the transformation of the new design system into a rich, kinetic visual language that captures the personality of The Sims - quirky, idiosyncratic, and full of fun (and mischief).

My role involved overseeing the entire project lifecycle, ensuring the toolkit’s components: mnemonics, type animations, transitions, illustrations, lower thirds, bootflow, logo animations, and more cohered seamlessly within the brand’s playful personality.

We created a versatile library of motion assets that could be adapted across multiple platforms, infusing each with a sense of personality and spontaneity that resonates with the game’s community.

The result is a coherent, lively visual language that elevates storytelling and enhances the player experience, ensuring every interaction feels uniquely The Sims. This project exemplifies how thoughtful motion design can breathe new life into branding, making it not just memorable but truly engaging.

As of the last few decades, The Sims is one of the most beloved and successful video game franchises of our time. To keep that momentum going, we wanted to envision a new future for our brand and collaborated with brand and design agency Collins on what that next chapter looks like. At the heart of this challenge was capturing The Sims’ core personality: a game that’s quirky, idiosyncratic, and full of playful unpredictability.

We created a robust, adaptable identity that could flex across various touchpoints from packaging to digital assets while maintaining coherence within the universe.

This project reinforced the importance of understanding a brand’s core personality and translating that into a visual language that’s flexible yet distinctive. This overhaul not only deepens the connection with existing fans but also invites a broader audience into the world of The Sims: ready to explore, customize, and create within a universe that celebrates inclusivity and self-expression.

This rebrand allowed us to push creative boundaries, blending nostalgia with innovation, to craft a timeless yet fresh identity for The Sims.

Led the evolution of EA's global brand guidelines and design system, redefining how one of the world's largest entertainment brands expresses itself across digital products, platforms, and internal experiences. The goal was to create a more inclusive, accessible, and scalable visual framework that could serve diverse teams while strengthening consistency across the business.

Partnering closely with an external agency, I guided the creative direction and implementation of an ADA-compliant design system that balanced flexibility with governance, enabling teams to work more autonomously while maintaining a cohesive brand experience.

I also led the creation of tailored visual systems for key initiatives including ea.com, Brand Hub, the EA App, Employee Resource Groups, and Workplace, alongside a comprehensive UI audit that informed the rollout and ensured a consistent, high-quality experience across the ecosystem.

As Creative Lead for EA Play, I led the brand's visual evolution and served as the primary creative point of contact across all brand touchpoints. Partnering with Brand Management and key stakeholders, I helped define the future direction of the brand and co-developed a comprehensive brief to guide our agency partner through a full design system and style guide refresh.

I oversaw and creatively directed the external agency responsible for the rebrand, conducting regular reviews and providing strategic feedback throughout the process. Together, we developed a flexible, modular design system that better showcased the breadth of EA Play and its game portfolio while reducing inconsistencies and streamlining creative workflows.

Beyond the rebrand, I continued to provide creative direction across marketing, digital, and day-to-day brand initiatives, ensuring a cohesive and scalable brand experience.

Key Art for Kits and Expansion Packs.

Led the creation of multiple key art campaigns from concept to completion, using storytelling, character composition, and inclusive design to connect deeply with players. Collaborated closely with studio teams to ensure alignment, and developed illustration and motion guidelines to support agency partners and streamline execution.

Split Fiction is a 2025 EA Originals co-op action-adventure game from Swedish studio Hazelight. The story follows sci-fi author Mio and fantasy writer Zoe who are imprisoned inside the worlds of their own books after being connected to a machine designed to steal creative ideas. To escape, the pair must work together to navigate and survive a surreal, ever-shifting universe where Mio’s futuristic sci-fi collides with Zoe’s enchanted fantasy realm, placing both in constant danger.

I was brought in at the inception of the project to lead the creation of the visual identity and key art for the title. From defining the logo and type system to crafting the graphic language, motion system, and hero key art, I worked to shape a brand world as imaginative and genre-bending as the game itself.

We created a design system that was not only visually dynamic but also strategically scalable reflecting the narrative’s duality while supporting marketing, product, and experiential needs globally.

Led and designed the Sims packaging for merch, licensing, retail, and online as well as licensing items.

During my time on The Sims team, I led and contributed to a broad range of innovative projects designed to connect our iconic game with contemporary culture and deepen community engagement. By collaborating with diverse creative pioneers from musicians to illustrators I helped position The Sims as more than a game: a living, breathing cultural platform focused on inclusion and entertainment.

Key highlights include:

Bridging The Sims with Contemporary Culture: I spearheaded collaborations with forward-thinking creatives to ensure The Sims remained culturally resonant and inclusive. These partnerships reflected the evolving interests and identities of our global player base.

Championing Emerging Talent Through Music: I helped launch a music program spotlighting up-and-coming artists from marginalized communities, giving fresh voices a platform.

Creating our very first boardgame: With the help of our friends over at Goliath games we brought one of gaming's most iconic franchises to the tabletop with the first official The Sims Board Game. I led the visual design process, translating The Sims' refreshed brand identity into a cohesive physical game experience. From the box design and card system to gameplay components and packaging, every touchpoint was crafted to feel unmistakably Sims while remaining intuitive, playful, and accessible for both lifelong Simmers and newcomers alike.

Launching the First-Ever Sims Merch Store: I was part of the team that brought The Sims brand into the physical world, developing a merchandise line that reflected the playful, eclectic spirit of the game while extending its presence beyond screens.

Revitalizing Creator Culture: To launch The Sims’ first-ever Creator Community, we crafted a playful, nostalgia-fueled welcome experience inspired by the game’s 2000s roots. Channeling early Y2K aesthetics and 25 years of Sims lore, we created custom content, collectible merch, and experiential activations. Every detail was designed to delight. The result? A viral, high-engagement launch that united creators, streamers, and VIPs around The Sims’ long held legacy of creativity and chaos.

Gamifying Announcements and Building Hype: Through campaign roadmaps, illustrator collaborations, and cleverly placed easter eggs, we unveiled new in-game features turning product updates into moments of surprise, delight, and fandom-driven speculation.

Together, these initiatives helped evolve The Sims into a culturally dynamic brand, celebrated for its inclusivity, creativity, and community-first ethos.

CASE STUDY (UX and UI)

Studytube is a Dutch online learning platform that helps professionals and organizations develop skills through a wide range of digital and instructor-led courses.

For this project, I led the end-to-end redesign of the Studytube Academy Library experience, owning the UX strategy, information architecture, interaction design, UI design, and visual exploration. The goal was to help learners discover relevant content more efficiently, increase engagement with learning materials, and reduce the time spent searching for courses.

Through user interviews, I identified key usability challenges including unclear navigation, inconsistent content organization, limited personalization, and inefficient filtering. Based on these insights, I reimagined the library experience with a stronger content hierarchy, improved search and filtering, clearer course categorization, and personalized discovery features designed to inspire learning while helping users quickly find relevant content.

The result was a more intuitive, scalable learning experience that better supported both user goals and business objectives by making content discovery faster, easier, and more engaging.




*3D illustrations are place holder images only and are the artwork of Peter Tarka.

Yoco is a fintech company committed to breaking down barriers and creating access for small businesses: empowering entrepreneurs through smart, accessible payment solutions and financial tools.

I led the visual direction of Yoco’s full rebrand, overseeing every digital touchpoint, including the website redesign, product and UX/UI, growth marketing, social, etc. I also art directed campaign shoots and ads to ensure a unified visual language across channels. The goal was not just to refresh the brand visually, but to realign it with Yoco’s purpose: making financial tools bold, human, and accessible to all.

For the homepage redesign, we focused on bringing clarity, consistency, and connection to the forefront, ensuring the brand felt cohesive and modern while speaking directly to our audience.

The new design system and visual language reflects Yoco’s core attributes: simple, progressive, accessible, courageous, and empowering while portraying a brand that is confident, human, and built for growth.

Africa is the fastest urbanising continent in the world. To illustrate this, I was briefed to create all the fabric designs for Siemens of different cities in Africa and their thriving economies and landscapes. The truly interesting stories live beneath these cities and are rich playgrounds of data.

I translated satellite imagery and loads of researched data into incredibly detailed illustrated designs that are dense with information about each city. These data visualization designs were then printed onto different fabrics.

A handful of fashion designers from 3 African countries transformed these unique fabrics into once-off pieces to help tell each city's respective story. Stories and visuals about interconnected ecosystems, infrastructure, energy flow, the people and how afro meets digital. These design collections were showcased on a catwalk at a fashion show to government, industry, the media and displayed to the rest of the world.

This show celebrated the technological innovations in Africa and went live online where thousands were exposed to this rich display of beautiful information.

AWARDS:

2019 / LOERIE AWARDS / Gold

2019 / CANNES LIONS / Shortlist

2019 / BOOKMARKS / Bronze

2019 / CREATIVE CIRCLE / 2nd Digital / Interactive

2019 / SABRE AWARDS / Platinum

Each piece in this collection is a hand-rendered digital illustration created in Photoshop - concepted, sketched, and crafted by me, not generated by AI. I take a thoughtful, human-first approach to every detail, blending traditional techniques with digital tools.

Good food starts with the eyes. Branding for a quirky Asian fusion restaurant.

We were briefed to give a new face to this iconic South African brand. Having to relook the entire brand and platform from the ground up was necessary to help it feel more current and approachable. This brand redesign included everything from the logo, CI guidelines, all digital elements, the brand voice, the brand strategy, product, and much more.

Branding done for Bakerlea, a new-to-market gluten and dairy-free bakery that delivers freshly baked goodness to your doorstep.

A flirty, fun, and cheeky Valentine’s Day campaign for Jet, one of South Africa’s leading affordable fashion retailers.

Designed to celebrate confidence and playfulness, this campaign brought bold energy to the brand’s lingerie range while staying true to Jet’s accessible style. I led the full creative process, from concept development and art direction to casting and final design, delivering a light-hearted yet impactful visual story that resonated with the brand’s audience.

The Sawchuk Group is a premium men's health clinic based in Vancouver, Canada, offering a holistic approach to modern male healthcare. Led by physicians, the clinic provides personalised care across hormone optimisation, sexual health, aesthetics, weight management, supplementation, and mental wellbeing.

The brand was built around a simple insight: many men delay seeking help because conversations around their health are often surrounded by stigma. Rather than leaning into traditional clinical aesthetics, the identity positions The Sawchuk Group as a trusted partner - professional, discreet, and approachable.

Every aspect of the experience was designed to provide confidence, from a warm, reassuring visual identity to clear, intuitive touchpoints that make navigating care feel effortless. The result is a progressive healthcare brand that empowers men to invest in their wellbeing through personalised treatment, expert guidance, and a level of service that feels both premium and deeply human.

The SDG report is a vital platform for showcasing global progress toward a sustainable and inclusive future. I reimagined the 2019 edition with a vibrant, modern aesthetic combining bold colors, playful illustrations, and geometric patterns to find a fresh visual language for its critical content.

By integrating the UN’s signature colours and clean use of white space, I created engaging, accessible layouts that highlight key messaging and make complex data compelling and easy to navigate. This approach ensures the report’s important objectives resonate clearly, are striking, and resonate with a global audience.

BRIEF
Make an acne brand like Galderma Benzac appealing and current.

INSIGHT
Over 85% of people get acne at some point in their lives. Which guess what, makes you normal. People feel victimised when they have something as taboo as acne.

IDEA
Shift the brand to show that it understands its consumers and the anxiety of feeling abnormal especially because of their acne by making acne what makes them normal not what makes them stand out.

WEBSITE
We created a two-part website: part one of the site is educational where the user can manage and learn how to treat their acne. Part two is where the user can anonymously ask or answer questions around “what else (besides acne) is normal” starting many different conversation online.

The “Manage Your Acne” page is where users can find and read real-life stories of people who have acne but have also exceeded in their lives which is what makes them special while their acne is what makes them normal. Users can also watch how these influential people treat acne and look after their skin.

For the second part of the website, the “Am I Normal” side of the site, we created a platform that is built to ask and answer such questions using the input we get from users. The questions and information you provide and find on the website is anonymous. The topics aren’t only around the conversation of acne but revolve around the question of “is this or that normal”. This serves to show how much, in fact, is normal in today’s society.

Fun deskblotter illustrations and designs done for Hollard. One was full of April Fools themed illustrations and the other themed around the youth and Youth Day.
I was briefed to only use two Hollard CI colours per month.

Pisces Digital is a boutique digital agency based in South Africa specializing in digital marketing and online growth strategies.

I led the rebrand of Pisces Digital, creating a new visual identity that better reflected the agency's personality, ambition, and distinctive voice. The project included the design of a new logo, brand system, and visual language aimed at differentiating the agency in a competitive market.

Through a strategic and collaborative branding process, we developed a more charismatic and confident identity that aligned with how the agency wanted to be perceived by clients. The result was a cohesive brand experience that brought greater clarity, consistency, and personality to every touchpoint while establishing a stronger foundation for future growth.

BRIEF

Conceptualise a promotional campaign
that will get ambitious millennials to make
Halls an everyday habit by inspiring them
with the invigorating power of Halls Air
and in doing so, create brand love
across multiple platforms.

INSIGHT

Our market is ambitious:
always looking to seize the moment
and make the most of every opportunity
so that they can move forward to success.

IDEA

To show how Halls Air invigorates by giving
you a momentary kick of clarity that helps
you clear your path, find the gap and move
forward in life. Whether you’re in a “stuck”
situation, or in the doldrums,
Halls Air will help snap
you out of it so that
you can OWN THE MOMENT.