The Swift Life

The Swift Life was an innovative and unique gameified social network created for Taylor Swift. Not only could fans interact with each other, they could directly and authentically engage with Taylor. The more a fan used the app, the more "Taymojis" and exclusive content they could collect.

As the Art Director, I synthesized Taylor's brand into a viable and flexible app aesthetic. This included both clean, usable graphic design for the social network and a unique, endearing illustration style for the game aspects of the app. I liaised directly with Taylor's team and external video teams, while leading an in-house team of artists, narrative designers, writers, UI/UX designers, marketing artists, and animators.