Roblox Innovation Awards
Designer, Lead Illustrator
2021 - 2023
Roblox tasked me with reimagining the Bloxys—its long-standing community awards—into a world-class experience that could stand alongside major entertainment industry events. The goal: elevate the show into a cinematic, prestigious celebration worthy of being called “the Oscars of Roblox.”
Watch recap video by RobloxMy Role
- Visual Identity: Designed a sleek, modern aesthetic that reflected both the platform’s creativity and its forward-looking spirit.
- Presentation Design: Shaped the show’s cinematic look and feel—from stage design to speaker decks.
- Merchandise: Oversaw the full creative pipeline of merch, from concept to execution, collaborating with producers and event marketing.
Color Palette
Mood board for RIA 2023
Outcome
The newly launched Roblox Innovation Awards debuted as a polished, immersive experience that resonated with both the community and industry. It set a new standard for how digital platforms can celebrate creativity at scale.
Digital Promotion & Social Media Strategy
After establishing the event’s visual identity, I designed a full suite of digital marketing assets for platforms like Instagram, Facebook, and X. These shareable graphics were distributed to winners and nominees, empowering them to promote the event organically and drive community engagement around the results.
The social assets were optimized by creating an interactive template that allowed me to input information and automate changes across all assets. Auto layout was especially useful, as winners changed rapidly right up until their announcement at the award ceremony.
Environments
Partnering with the team at Fort Mason Center in San Francisco, we brought the Roblox Innovation Awards to life as a one-of-a-kind, in-person experience. From immersive staging to atmospheric lighting and spatial design, every detail was crafted to reflect the prestige of the event and leave a lasting impression on attendees.
Branded Merchandise
In collaboration with Emily Chang, I co-developed a series of illustrations for RDC 2022 event merchandise. We refined and vectorized our concepts through an iterative process, incorporating feedback from our senior designer. We also conducted preflight file reviews and partnered with manufacturers to quality-check enamel pins and other deliverables.
I independently conceptualized and illustrated the poster, and also formatted and packaged the vector file for print.
Example of Roblox CEO David Baszucki modeling embroideredket jac.Concept Art
I was tasked with developing early-stage concept art to visualize potential gameplay scenarios. I translated rough ideas into compelling visual narratives that explored mechanics, environments, and player interactions. These concepts helped align cross-functional teams around a shared vision and served as a creative storyboard for further development.Received and interpreted image descriptions from my art director. Concept images included popular characters, items, and locations based on personal research into Roblox data.
Created a sequential visual narrative illustrating cause-and-effect gameplay mechanics.
Example of finished render.Conclusion
The Roblox Innovation Awards marked a milestone—not just for the platform, but for my creative journey. As the largest Roblox event at the time, it brought together millions of players, creators, and fans in a celebration of imagination and innovation. From concept to execution, I’m proud to have helped shape an experience that set a new standard for virtual events and left a lasting impact on the community.
Open for Work: efccini@gmail.com ©Lee Maraccini 2024