Roblox developer event signage, print design kit spreads, and Education page designs shown together.

Roblox: One Brand, Many Audiences

Art direction and brand design for developer events, safety resources, investor communications, and company culture.

Overview

Roblox speaks to very different audiences: developers building on the platform, parents and teens learning about safety, investors reading corporate filings, and employees at work. From 2023 to 2026, I art directed and designed across all of them, using one core set of brand colors, type, and assets. Each project got its own look and tone, but they clearly belong together. Below are three areas of work, plus smaller pieces that extended the system.

How I kept it cohesive

A small, flexible toolkit applied differently for each audience.

Shared foundation. A limited set of brand colors and assets used across every project.
Distinct personality. Each deliverable has its own layout and tone, so a conference graphic doesn't look like a parent guide.
Built to scale. Templates, kits, and guidelines that let other teams produce on-brand work.