ALEX PEARL ADLER

Led the creation of our full motion toolkit for The Sims rebrand.

New visual identity for The Sims.

Led the overhaul of EA’s Brand style guide and design system to create a more inclusive, accessible, and consistent visual framework.

Collaborated closely with our external agency to ensure alignment throughout the process, resulting in an ADA-compliant design system that reflects EA’s values. The updated guidelines streamlined onboarding, increased efficiency, and empowered teams across EA to work more autonomously.

Oversaw the development of tailored visual systems for key initiatives including ea.com, Brand Hub, ERGs, EA App, and Workplace Team, and conducted a comprehensive UI audit to support the rollout.

EA Play Design System update.

Key Art for Kits and Expansion Packs.

Led the creation of multiple key art campaigns from concept to completion, using storytelling, character composition, and inclusive design to connect deeply with players. Collaborated closely with studio teams to ensure alignment, and developed illustration and motion guidelines to support agency partners and streamline execution.

Key Art and Design System creation for EA Original’s Split Fiction title.

Led and designed the full set of Sims packaging for merch, licensing, retail, and online.

A collection of some of the projects I’ve directed and led on The Sims.

CASE STUDY (UX and UI)

Brief:
Rethink and redesign Studytube Academy Library page to achieve the following key goals:

Business Goals:
• Increase the number of completed learning items.
• Increase learner exposure to relevant learning items.

User Goals:
• Find and learn something new and relevant.
• Find a specific piece of content, even if I don’t know its name.
• Be inspired to learn.

Success Metrics:
• Increase click-through-to-learn conversion rate.
• Decrease time spent looking for the learning content that they want.

Research:
My key findings gathered from user interviews:
• Efficient and intuitive filters and sorting are vital.
• Users want more relevant content.
• Random and unclear navigation features are confusing.
• The interface makes users feel frustrated and demotivated.
• Structure and consistency are important to the user.
• Users want to spend as little time as possible finding content.
• Users want simpler ways to find specific content (eg: keywords).

Opportunities to improve usability:
• Allow users to include interests upon signing up.
• Users should be able to update interests at any point.
• A “save/favourite” feature will allow users to come back to something at a later stage and allows us to create more customised content for them.
• Courses suggested should be relevant to the user’s studies or interests.
• Allow users to schedule their next course/line up courses.
• Users should be notified of new or upcoming courses.
• Tags and keywords should be implemented for more efficient search results.
• Users need to be able to see the difference between online vs classroom courses.
• Users should be able to easily filter through all the content based on what they perceive are the most important features ie: ratings, most recent, length, instructors, etc.
• A more in depth user profile should allow users to easily see what courses are incomplete/in progress and which they have completed.
• Improving the interface design will make it more user friendly and appealing.
• The interface should support and encourage productivity.




*3D illustrations are place holder images only and are the artwork of Peter Tarka.

Yoco is a fintech company committed to breaking down barriers and creating access for small businesses: empowering entrepreneurs through smart, accessible payment solutions and financial tools.

I led the visual direction of Yoco’s full rebrand, overseeing every digital touchpoint, including the website redesign, product and UX/UI, growth marketing, social, etc. I also art directed campaign shoots and ads to ensure a unified visual language across channels. The goal was not just to refresh the brand visually, but to realign it with Yoco’s purpose: making financial tools bold, human, and accessible to all.

For the homepage redesign, we focused on bringing clarity, consistency, and connection to the forefront, ensuring the brand felt cohesive and modern while speaking directly to our audience.

The new design system and visual language reflects Yoco’s core attributes: simple, progressive, accessible, courageous, and empowering while portraying a brand that is confident, human, and built for growth.

Africa is the fastest urbanising continent in the world. To illustrate this, I was briefed to create all the fabric designs for Siemens of different cities in Africa and their thriving economies and landscapes. The truly interesting stories live beneath these cities and are rich playgrounds of data.

I translated satellite imagery and loads of researched data into incredibly detailed illustrated designs that are dense with information about each city. These data visualization designs were then printed onto different fabrics.

A handful of fashion designers from 3 Africa countries transformed these unique fabrics into once-off pieces to help tell each city's respective story. Stories and visuals about interconnected ecosystems, infrastructure, energy flow, the people and how afro meets digital. These design collections were showcased on a catwalk at a fashion show to government, industry, the media and displayed to the rest of the world.

This show celebrated the technological innovations in Africa and went live online where thousands were exposed to this rich display of beautiful information.

AWARDS:

2019 / LOERIE AWARDS / Gold

2019 / CANNES LIONS / Shortlist

2019 / BOOKMARKS / Bronze

2019 / CREATIVE CIRCLE / 2nd Digital / Interactive

2019 / SABRE AWARDS / Platinum

Illustrations and typography

We were briefed to give a new face to this iconic South African brand. Having to relook the entire brand and platform from the ground up was necessary to help it feel more current and approachable. This brand redesign included everything from the logo, CI guidelines, all digital elements, the brand voice, the brand strategy, product, and much more.

Branding for a quirky Asian fusion restaurant.

Branding done for Bakerlea, a new-to-market gluten and dairy-free bakery that delivers freshly baked goodness to your doorstep.

The SDG report is an important means of communicating the progress and development of a sustainable world for all. Therefore, it is vital that the information in this report is given the platform it deserves to convey these significant objectives.

I designed and illustrated 2019’s version of the report with a modern, colourful and playful approach to the pages. It speaks to the different segments of the SDG report but I’ve illustrated them in a vibrant yet engaging way which allows the messaging to stand out. This layout is communicated in a pattern-like design using geometric shapes and all the UN SDG colours. White space showcases the vital information on the layouts clearly and legibly.

Logo and branding design.

The Sawchuk Group are a Vancouver, Canada based male luxury medical clinic.

BRIEF
Make an acne brand like Galderma Benzac appealing and current.

INSIGHT
Over 85% of people get acne at some point in their lives. Which guess what, makes you normal. People feel victimised when they have something as taboo as acne.

IDEA
Shift the brand to show that it understands its consumers and the anxiety of feeling abnormal especially because of their acne by making acne what makes them normal not what makes them stand out.

WEBSITE
We created a two-part website: part one of the site is educational where the user can manage and learn how to treat their acne. Part two is where the user can anonymously ask or answer questions around “what else (besides acne) is normal” starting many different conversation online.

The “Manage Your Acne” page is where users can find and read real-life stories of people who have acne but have also exceeded in their lives which is what makes them special while their acne is what makes them normal. Users can also watch how these influential people treat acne and look after their skin.

For the second part of the website, the “Am I Normal” side of the site, we created a platform that is built to ask and answer such questions using the input we get from users. The questions and information you provide and find on the website is anonymous. The topics aren’t only around the conversation of acne but revolve around the question of “is this or that normal”. This serves to show how much, in fact, is normal in today’s society.

Fun deskblotter illustrations and designs done for Hollard. One was full of April Fools themed illustrations and the other themed around the youth and Youth Day.
I was briefed to only use two Hollard CI colours per month.

BRIEF

Conceptualise a promotional campaign
that will get ambitious millennials to make
Halls an everyday habit by inspiring them
with the invigorating power of Halls Air
and in doing so, create brand love
across multiple platforms.

INSIGHT

Our market is ambitious:
always looking to seize the moment
and make the most of every opportunity
so that they can move forward to success.

IDEA

To show how Halls Air invigorates by giving
you a momentary kick of clarity that helps
you clear your path, find the gap and move
forward in life. Whether you’re in a “stuck”
situation, or in the doldrums,
Halls Air will help snap
you out of it so that
you can OWN THE MOMENT.

Pattern Design for the quirky and fun Hollard brand.

This design has been crafted to tell a story. Each part of the pattern resembles a part of Hollard, its values and their HQ.

Hollard has been able to go from strength to strength not only because of their energetic personality but because they've never let go of their roots which are to develop long term, genuine and mutually beneficial relationships that form the core of everything they do.

They are unique and down-to-earth allowing them to do things differently. They believe in diversity, individualism and common humanity. They support and appreciate the arts. They believe in curiosity, exploration, heritage, hard work, being playful, strategy, ambitions and the power of knowledge. 

SUMMARY
A campaign to support the initiative of getting checked for chronic illness and then promote being able to collect medication to deal with that chronic illness.

BRIEF
Get on the same page as our audience and work towards a national goal - to create a campaign encouraging and enabling people to be tested and receive treatment for chronic illnesses by making chronic medicine more accessible for all South African citizens.

INSIGHT
We had to get in front of as many people as possible. We needed to broaden the campaign so that it is about being tested and receiving treatment for many chronic illnesses not just HIV/AIDS. This way no one else would know exactly what condition you were testing or being treated for. The medication would come in a default larger brown box of which the contents were kept private.

SOLUTION
We created a full campaign to reach a broad group of people: Get Checked. Go Collect. Through this campaign we shared our initiative, educated the public and provided people with an accessible free solution to their chronic health needs. Our message was direct and effective. Our campaign included urban theaters, events, OOH, radio ads, social media, online and more to spread out message. Without the stigma attached, many people utilized this initiative.

I did these while working as an Art Director on the JET account at Joe Public. I've always wanted to do a lingerie shoot and Valentines Day seemed so appropriate!

I decided that a quirky and fun Valentines Day shoot is something that doesn't get done nearly enough (they're usually so serious and focus on the come-to-bed facial expressions). For this the models had to have fun on set and be a bit goofy and just let go. Because the concept was lighthearted, making the vivid candy colours of the lingerie and sleepwear pop was a must to keep with the theme. I had a great team to work alongside, everyone from the stylists to the photographer to the models were all just so energetic and brilliant.

I love Art Directing shoots but fashion shoots have a particular je ne sais quoi! 

Musa Captital wanted to give their brand a facelift starting with their Corporate Identity.

In their original logo Musa also had a tree as their icon. They wanted to keep a tree in the logo but we felt that the tree needed more meaning than just a metaphor for growth. Our research proved trees and their symbolism are truly magnificent.

Trees symbolise knowledge, wisdom and strength. These juggernauts are an icon of positive growth rooted in the rich soil of the earth. In many cultures, trees have traditionally been planted in honour of an accomplishment or an important rite of passage such as a graduation, wedding, retirement or the birth of a child.
These milestones in one’s life are also the desired objectives of investing, i.e.: to save for major life events so they can be made possible.

We took it one step further and also looked at the rings of trees, their symbolism and how they come about. Dendrochronology is the dating and study of annual rings in trees. Defined more literally, this means “the study of time using the growth rings of trees”. Many trees make one growth ring each year, with the newest adjacent to the bark. For the entire period of a tree’s life, a year-by-year record or ring pattern is formed that reflects the way in which the tree grew. This means that the rings inside a tree symbolise how much the tree is expanding and growing over time. These rings symbolise the maturity, progress, shape and unique identity of the tree as it grows. These progressive rings are much like an investment that takes shape over time, maturing into a pertinent asset.

Our findings became key elements in our conceptualization and designs.