Candy Crush Royalty

I led the creative development of Candy Crush Royalty, a VIP loyalty program designed to celebrate our most dedicated players. From the initial pilot brand through to full rollout, I helped shape the visual identity across CRM, branding, web, and video, working closely with internal stakeholders and external agency partners to ensure it felt premium, playful, and unmistakably Candy.

This was one of my first major projects outside of the performance marketing space, a rewarding challenge that pushed me to think differently about brand storytelling. I focused on elevating the Candy IP into something sleeker and more mature, without losing the playfulness and iconic visuals at its core. That meant everything from developing jewels for our tiers system and other 3D assets, to guiding CRM messaging and visuals that made VIP players feel truly valued.

Although the pilot program eventually wrapped, I championed repurposing many of the assets, bringing them into PM to give the work continued life and impact. It’s a piece I’m proud of, not just for how it looked, but for how it reflected our players’ loyalty and love for the game as well as my own.