Open to opportunities

Kristel Jade Latoza

@kristeljadelatoza

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Art Director and illustrator who leads brand, LiveOps UI, and concept art to ship with impact.

Philippines

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What I'm looking for

I’m looking to lead creative direction and ship cross-functional work—LiveOps UI, brand systems, and concept art—while mentoring teams, solving creative problems, and aligning deliverables with KPIs and brand standards.

I’m an Art Director and Graphic Designer/Illustrator who drives high-fidelity creative execution across UI, brand systems, and game art. At Playstudios Orion, I design, execute, and optimize LiveOps UI assets—handling limited-time events, promo pop-ups, seasonal campaigns, and lobby/feature highlights—while collaborating closely with Product, Marketing, Monetization, and Development to support daily bonuses, streaks, and premium events.

In my roles as Creative Director and Lead/Senior Concept Artist, I’ve led product R&D, brand narrative, pitch decks, guidelines, mentoring, QA, and monetization strategies, including facilitating scrum with cross-department stakeholders and overseeing SOPs; I also directed the token listing $U (U-Coin) from beginning to launch. I’ve contributed to high-profile IP crossovers for AAA titles, leading outsourcing and in-house concept work for map, character, skin, landmark, POIs, boosters, badges, and non-interactive elements—while previously producing in-game assets, UI/UX, and retail/marketing visuals for major global character brands.

Experience

Work history, roles, and key accomplishments

Current

Senior Graphic Designer

Current

Playstudios Orion

Aug 2025 - Present (8 months)

Designed and optimized high-fidelity LiveOps UI assets for limited-time events, promo pop-ups, seasonal campaigns, and lobby feature highlights. Collaborated with Product, Marketing, Monetization, and Development teams on Daily Bonuses, Streak, and Premium events.

LiveOps Cross Functional Collaboration Adobe Photoshop Adobe Illustrator Figma Typography Visual Storytelling

Creative Director

U-topia Ecosystem

Mar 2024 - Aug 2025 (1 year 5 months)

Led product R&D and creative direction across brand narrative, pitch decks, brand guidelines, QA, mentoring, ideation, monetization strategies, and SOPs. Directed token listing strategy for $U (U-Coin) from start to launch and facilitated stakeholder scrum workflows across B2B and B2C teams.

Brand Guidelines Quality Assurance Monetization Strategy SOP Development Mentoring Token Launching Stakeholder Management

Lead Senior Concept Artist

EPIK

Feb 2022 - Mar 2024 (2 years 1 month)

Contributed to high-profile IP crossovers by integrating Hollywood celebrities into AAA titles, producing digital items and experiences for over 1 billion gamers and 2 billion active users. Led outsourcing and in-house concept tasks for map, characters, skins, landmarks, POIs, boosters, badges, and non-interactive elements.

Concept Art Character Design Environment Design Skin Landmark POI Concepts IP Crossover Development Team Leadership Adobe Photoshop Unity

2D Game Illustrator

Definite Studios

Jun 2020 - Feb 2022 (1 year 8 months)

Created in-game assets and illustrations, plus UI/UX elements, social media layouts, videos, and posters in a creative outsourcing and game studio environment. Delivered production-ready visuals supporting live creative campaigns and studio needs.

2D Illustration poster design Adobe Photoshop Adobe Illustrator Visual Storytelling

Senior Graphic Designer

Sanrio Originals

Feb 2018 - Jun 2020 (2 years 4 months)

Supported licensing workflows and creative production for global character brands, including royalties, lifestyle, and economy-focused deliverables. Designed and executed mockups, ads, VR tours, softline collections, and retail visuals for Sanrio and Friends, including work via multiple licensing partners for major entertainment franchises.

VR Tour Creative Softline Retail Artwork Adobe Illustrator Adobe Photoshop Typography Layout Design