What: Preliminary assets and UI styling for mobile game [name of the game and developer redacted for now]. To be released in 2013/2014.
What: Early asset and design-work optimized for iPad.
Target Audience: Casual gamers (mainly female) expanded to teen boys.
Solution: Make a soft cartoony feel to not alienate core group of casual gamers and have cooler colours and effects for drawing in tween male audience.
Process: Gems went trough iterations towards more cartoony, as expressed in picture.
Results: Overall style was liked by testers, with noted disparency between the UI and the feel of the Gems.
After changes on the development team, the UI has been overhauled with focus on the core-audience.