After wrapping up the design on guildwars2.com, I was presented with the unique opportunity and challenge of designing the visual identity and unboxing experience of the Guild Wars 2 Collector’s Edition. This was a long and complex project that involved many iterations, false starts, and a high degree of collaboration both within the design team and across disciplines.

As the high-level details started to fall into place, it became my responsibility to carry out the exploration and development of a unique visual identity under the supervision and guidance of the art director. I also became heavily involved in collaborations with our packaging vendor, and worked closely with them on a series of iterations of the packaging construction and opening mechanics to achieve the most user-friendly and enjoyable unboxing experience possible within the technical and budget constraints.

Ultimately, the Guild Wars 2 Collector’s Edition became one of my most cherished projects, and the final product (which sold out within hours) went on to be widely adored by happy customers throughout the globe.