World of Warcraft: Dragonflight Toolkit

Take Flight

Dragonflight marked a major tonal shift for World of Warcraft, a return to ancient magic, soaring dragons, and the mythic lands they call home. I led the creation of the expansion’s visual identity, designing the official logo and developing the comprehensive style guide that defined the look, tone, and direction of all supporting materials.

These foundational tools shaped everything from key art and UI moments to trailers, marketing beats, and in-game storytelling.

How It Started

Background

The brief was to craft a full visual identity system that captured the spirit of high fantasy while evolving World of Warcraft’s established aesthetic. The logo needed to feel rooted in Azeroth’s history yet distinct enough to introduce a new era centered on dragons and the rediscovery of the Dragon Isles.

Alongside the logo, I developed the expansion’s style guide, establishing shape language, color direction, textures, iconography, and compositional frameworks. These elements became the visual backbone for teams across cinematics, design, marketing, and in-game development.