Company:
amika
Year:
2024-ongoing
Overview
To reach and resonate with Gen Z on Roblox, Amika needed more than a branded world—they needed a reason to play, return, and connect. We launched Amikaverse, an immersive multiplayer experience grounded in Amika’s values of self-expression, sustainability, and community.
What began as a multi-location base world with rich social gameplay evolved into a Salon Tycoon, a feature expansion that deepened the game economy and player progression while keeping the brand’s personality front and center.
Visual Execution
The visual world of Amikaverse translated Amika’s brand identity into a warm, stylized Roblox universe full of tactile delight and expressive design.
I art directed the core salon environment with bold color palettes, curved silhouettes, and texture references drawn from Amika packaging and 70s beauty culture.
The Salon Tycoon phase introduced a more modular, systems-based visual style that still maintained charm with upgradeable stations, happy NPCs, and animated touch points designed to feel earned, not transactional.
I collaborated closely with our 3D team to bring seasonal UGC fashion drops to life with pieces that players not only wore in-world but saw as digital self-expression tied to the Amika ethos.
Throughout the experience, I maintained a focus on playful cohesion: from the glow of the disco balls to the typography in mini-game prompts, every visual choice supported Amika’s message that beauty is joyful, inclusive, and fun.
Creative Strategy
Amikaverse was designed as more than just a branded world it was a behavioral playground. I led the creative development across both phases, ensuring every interaction reflected Amika’s values while strategically aligning with Roblox user behavior and platform trends.
In the original Amikaverse base world, I:
Concepted and structured the narrative and gameplay loops around values-based play, with mini-games across the Salon, Garden, and Recycling Center, representing self-care, nature, and sustainability.
Designed loops that encouraged repeat engagement, collaboration, and sharing key actions driving session time and social virality in Roblox.
Crafted a world that felt welcoming, inclusive, and playful, resonating with Amika’s Gen Z and Gen Alpha audiences.
For the Salon Tycoon expansion, I:
Developed the pitch concept for the tycoon mechanic, adding layers of progression and retention for older players.
Directed the NPC design, upgrade system, and monetization logic, ensuring gameplay aligned with Roblox economy best practices.
Art directed seasonal UGC drops and built out a long-term content roadmap, positioning the experience for refresh cycles, limited-time events, and avatar commerce.
Wrote Roblox-native copy for the game launch and platform listing, ensuring tone and keywords matched discoverability patterns.
This strategic layering from values-based play to scalable monetization helped position Amikaverse as an authentic, measurable engagement driver for Amika. Our team used in-game metrics like daily active users, session length, and UGC adoption to inform updates and track success.
Storyboard
High level storyboard for the salon tycoon (expansion of base game)
Choose Your Salon Aesthetic – Players select their salon facade (e.g. city-chic, pastel dream, or Y2K glam).
Place Your First Chair – Set up your initial salon chair and prepare your space for clients.
Meet Your First Customer – NPCs arrive with unique requests, sparking gameplay and tutorial moments.
Style & Educate – Players perform wash, blowout, and color routines while learning real product facts.
Grow Your Business – Earn currency to unlock new workers, products, and salon upgrades.
Level Up – Access VIP content, new styles, and host events as your salon gains reputation.
Emotive Experience Flow
We designed the game to feel alive with positive reinforcement, reflecting Amika’s inclusive, feel-good brand. Every action whether tending to flowers, recycling cans, or choosing a disco outfit that contributes to a sense of identity, care, and joyful play.
This flow was built intentionally to support both short visits and long-term play. It keeps younger players engaged through wonder and simplicity, while offering deeper loops for returning players who want progression and reward.
Moodboard
The visual direction for Amikaverse Salon Tycoon is rooted in playful expression, vibrant nostalgia, and community energy. This moodboard guided the look and feel of the salon environment, avatar styling, and game UI, blending Amika’s bold brand identity with elements from retro beauty culture and modern virtual aesthetics.
Key inspirations include:
Bold ’70s-inspired colors – Saturated pinks, tangerines, and purples evoke Amika’s packaging and lend a joyful, high-energy tone to the experience.
Layered textures and glows – Disco balls, neon arches, and floral shelving lend dimensionality and charm, making the space feel alive and inviting.
Salon realism meets stylized whimsy – Real-world beauty references (styling stations, hair tools, vinyl players) are reimagined in a Roblox-native art style, softening edges while retaining recognizable function.
Inclusive, expressive avatars – The wardrobe and hairstyles reinforce creativity and individuality, echoing Amika’s brand message of “all hair is welcome.”
This visual foundation set the tone for the game’s spatial design, UX, and in-world branding helping us build a world that feels both aspirational and approachable for young, style-forward players.
Results
Secured Partnership: Our original concept won the competitive pitch, kicking off a full-scale collaboration with the Amika team
1.8M+ Visitors: The experience attracted over 1.8 million players, with strong retention across both mini-games and tycoon phases
Engagement & Replayability: Designed for ongoing play with evolving goals and seasonal content that kept players returning
Expanded Launch Roadmap: Supported multi-phase UGC drops, feature refreshes, and annual content plans
Positive Community Feedback: Players praised the uplifting tone, NPC storytelling, and Amika’s authentic brand voice in the world
