Flourish

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My Role
Content & Concept

Year
2023

American Student Assistance was reinventing itself — after decades of providing financial aid to students for higher education, it was shifting its focus to revolutionizing the school-to-work journey for every kid in America, starting in middle school.

From defining game strategy for a leveling system and concepting the visual representation, we built the Flourish platform with a fantastical world of meticulously illustrated and delightfully animated flora, fruit, and fauna to help students grow.

High School students now have a platform where they can start to understand their future, passions, and life skills while collecting rewards from brands like Uber Eats and Spotify along the way. Because growing up is hard, it’s awkward, it’s scary and it’s about time that we get paid for it.

My role on this project was co-creating brand tone, voice, and personas for the core characters in the world of Flourish. From there I tackled site copy–from wayfinding to puns–building a well documented structure the client could flex with as they added more partners.

Agency Team

Creative Director

Dani Meluski-jiminez

ACD

Molly Douglas

Lead Designer

Matthew Kuntz

Game Strategy

Tanner Greenring

Animator

Wes Cathon

Creative Developer

Luiz Sordi

Developer

Miles Aylward

Developer

Gabe Molochko

UX Strategy

Andres Gonzalez

Producer

Claudia Rosario