Jess LaFrance

Graphic Designer & Visual Artist
Artwork
Film
Editorial
Commercial


amikaverse

Senior Project Designer
(2023-2025)

Creative Director and Visual Development Lead on a Roblox activation for amika, establishing the platform's first prestige haircare brand experience in the form of a vibrant and magical utopia. The project, which was recognized as a 2025 Webby Awards Honoree, was under my creative direction from concept through development to launch, including four major event updates and several UGC (User-Generated Content) avatar cosmetic item giveaways.

My contribution as Senior Project Designer also included collaboration with 3D designers, Julian Chow and Ikhsan Peryoga, on translating 2D concepts into 3D assets such as models and environments; close coordination with the product and development teams on concept strategy, storyboarding gameflow, dialogue and animation mapping, and creating custom UI elements for implementation; and producing branded marketing assets for both the amikaverse game page hosted on Roblox and for amika’s external social platforms.

Scroll to bottom for more.


001. Concept Art

i. Proposal
(2023)
As a longtime lover of video games and the creative conceptual side of game development, I was fortunate to develop Roblox proposals for a wide variety of beauty and fashion brands. When amika expressed interest in a gamified activation inspired by cozy life/social simulators, I immediately felt aligned with their strong visual identity and community-driven ethos. Early explorations included concepts such as a salon mini-game inspired by time management and strategy games popular in the 2000s, a Brooklyn-inspired block party for connecting with friends and nature in an authentically amika neighborhood, alongside a conceptual world that would all mix together and become the amikaverse (originally pitched as the "amika-verse").

Early Mockup pitching the Salon Game in the amikaverse
Early Mockup pitching Brooklyn-inspired design of the amikaverse
ii. Character Design
(2023)
One of the biggest opportunities was translating amika's identity into a cast of colorful, uniquely designed NPCs that felt like natural extensions of their world. In collaboration with creative director, Melissa Molina, we carefully studied and pulled from the brand’s signature colorways, patterns, campaign imagery, products, and models for each design. It was important that the characters stood out as individuals with bold, vibrant personalities while also being visually coherent as a group. The final concepts were delivered to 3D designer, Ikhsan Peryoga, to model and breathe tridimensional life into.
Concept
Jess LaFrance
3D Model
Ikhsan Peryoga
Final Mockup of Stacy Styles, the Salon Bestie
Final Model of Stacy Styles, the Salon Bestie
Final Mockup of Ella Eco, the Recycling Bestie (Click for Prototype)
Final Model of Ella Eco, the Recycling Bestie
Final Mockup of Superfruit Sloan, the Gardening Bestie
Final Model of Superfruit Sloan, the Gardening Bestie
Final Mockup of Camille, NPC
Final Model of Camille, NPC
Final Mockup of Quin, NPC
Final Model of Quin, NPC
Final Mockup of Suri, NPC (in collaboration with Melissa Molina)
Final Model of Suri, NPC
Final Mockup of Jo, NPC (in collaboration with Melissa Molina)
Final Model of Jo, NPC
(2024)
3D Model
(In collaboration with) Ikhsan Peryoga
Final Model of Sage, NPC
Final Model of Luca, NPC
Final Model of Kel, NPC
Final Model of Daphne, NPC
(2025)
Concept
Jess LaFrance
3D Model
Ikhsan Peryoga
Final Mockup of Salon Worker, Level 1
Final Model of Salon Worker, Level 1
Final Mockup of Salon Worker, Level 2
Final Model of Salon Worker, Level 2
Final Mockup of Salon Worker, Level 3
Final Model of Salon Worker, Level 3

iii. Environment Design
(2023)
My objective with the amikaverse’s spatial design was to craft these branded core environments that perfectly fit together into one whole amika universe; personified by whimsy, hair magic, and inspired by the brand’s real-world campaigns and pop-ups. These spaces had to make sense within the Roblox sphere as well, encouraging exploration and discovery that would also spark brand appeal and loyalty to the experience. I created rough conceptual mockups for each core area in the amikaverse virtual world before collaborating closely with our brand partners and with 3D designer, Julian Chow, to bring them to life in Roblox.
Concept
Jess LaFrance
3D Render
Julian Chow
Final Mockup of the Salon (Click for Floor Plan)
Final Render of the Salon
Final Mockup of the Recycling Center
Final Render of the Recycling Center
Final Mockup of the Garden
Final Render of the Garden
Final Mockup of the Community Center (Click for Early Concept)
Final Render of the Community Center
Final Mockup of the amika Shop (Click for Mood Board)
Final Render of the amika Shop
Final Mockup of the Horizon Mountains
Final Render of the Horizon Mountains

iv. Loading Screens
(2024)
The loading experience was intended to be just as expressive and immersive as the actual amikaverse in-game experience. I designed these screens to feature amika's signature colors and shapes with rotating gameplay hints. Ultimately, these concepts went unused due to other elements being higher priority.

Loading Screen option #1: Orange
Loading Screen option #2: Cream


002. Game Assets

 i. Seed Packets
(2023-2024)
Designed as collectible items throughout the amikaverse to further progress within the gardening mini-game, the seed packets became a way to connect gameplay progression with amika's themes of being a friend to the planet. I continued to work closely with our brand partners to ensure that the packet design resembled that of an amika product; refining it down to the text-to-pill placement and spacing, choosing specific colorways and gradients tied to each individual ingredient, and settling on the word “elixir” to uphold the fantastical element. My work was primarily focused on honing the overarching template design, which could then be tailored across the different ingredients. The final designs adapted familiar product cues into playful in-game collectibles that felt rewarding to earn and use, resulting in a diverse personal garden and wide selection of options in the product customization.


ii. Taxi Ads
(2024)
These branded taxi graphics were designed as small but mighty details in the Brooklyn neighborhood area of the experience. Using amika’s visual style guide which I had become very familiar with, I crafted these ads to be included on top of the taxi cabs, reinforcing amika's presence and encouraging users to interact with the enviroment via the mini-games. Subtle details like these helped keep players active and made the amikaverse feel more alive.
First Pass
Final Pass
Tagline Taxi Ad design v1
Tagline Taxi Ad design v2
Salon Taxi Ad design v1
Salon Taxi Ad design v2
Recycling Taxi Ad design v1
Recycling Taxi Ad design v2
Garden Taxi Ad design v1
Garden Taxi Ad design v2
Tagline Taxi Ad design in the amikaverse
Salon Taxi Ad design in the amikaverse
Recycling Taxi Ad design in the amikaverse
Garden Taxi Ad design in the amikaverse



003. Marketing Assets
i. Launch Package
(2023)
The launch of this experience called for a promotional package that captured the energy of the game, the personality of the brand, and the attention of the player. Working alongside Ikhsan Peryoga on custom model posing, I composed launch media using both pre-modeled and digitally altered 3D models of our amikaverse NPC cast, as well as game thumbnails detailing the core game loop, and a social video that served as an experience trailer ( Click to see my work featured in amika’s launch post).
Experience Icons
Launch Icon option #1
Launch Icon option #2
Launch Icon option #3
Thumbnails
Thumbnail for Salon
Thumbnail for Garden
Thumbnail for Recycling Center
Thumbnail for amika Shop
Thumbnail for Brooklyn
Thumbnail for amika Print Jacket UGC
Social Video
Social Video for the launch of the amikaverse ( Watch on amika’s TikTok)

ii. Perk up Park Package
(2024)
This was the experience’s first major content update in honor of amika’s best-selling product, the Perk Up dry shampoo. The event introduced an entirely new area inspired by Brooklyn Bridge park with new friends, Luca and Sage, and a new side quest mini-game for which I concepted and scripted the dialogue. Once again, I collaborated with Ikhsan Peryoga on custom posing the NPC models for the experience icons, and put together a fresh pack of thumbnails and a social video teasing the gameplay and visual updates.
Experience Icons
Perk up Icon option #1
Perk up Icon option #2
Perk up Icon option #3
Thumbnails
Banner for Perk up Park Update
Banner for New Ingredients Update
Thumbnail for Perk up Park
Thumbnail for Dry Shampoo Day
Thumbnail for New Ingredients
Social Video
Social Video for Perk up Park Update

iii. Earth Month Package
(2024)
In celebration of the collaboration between amika x 4Ocean, this seasonal update introduced a competitive ocean clean-up mini-game at the newly constructed dock at the Recycling Center alongside a new NPC companion, Kel. The challenge was balancing both brands' identities while supporting the broader message of sustainability through gameplay rather than simply visuals. I continued working with Ikhsan Peryoga on custom model posing for the experience icon, and this also served as the beginning of our more consistent creative partnership on UGC design.
Experience Icons
Earth Month Icon option #1
Earth Month Icon option #2
Full Renders of Kel for Earth Month Icons (in collaboration with Ikhsan Peryoga)
Thumbnails
Banner for Earth Month Update
Thumbnail for Ocean Clean-up Game
Pop-up Module
Module for Earth Month Update
Social Video
Social Video for Earth Month Update

iv. BFF Day Package
(2024)
Released in tandem with the Perk Up Parkour side quest and visual update based on Tom Fruin‘s Watertower in DUMBO, BFF Day celebrated one of the most important aspects of the experience and of amika’s brand ethos: friendship and community. Ikhsan Peryoga and I had come together yet again to produce a new primary icon featuring the three main bestie NPCs posed to resemble this amika photo shoot. I also planned, scripted, recorded, and edited a fun social video from the POV of a new character, Indigo, as if she was a resident of the amikaverse. It served as an updated trailer for the experience, a reminder of the core game loop for returning players, and encouraged new users to visit and explore everything the amikaverse had to offer.
Experience Icon
Icon for BFF Day Update
Thumbnails
Banner for Perk up Parkour Update
Thumbnail for Perk up Parkour Game
Thumbnail for Tennis Dress UGC
Thumbnail for Jetpack Experience Item
Social Video
Social Video for BFF Day Update ( Watch on amika’s TikTok)

v. Salon Tycoon Package
(2025)
As the experience continued to grow, the Salon Tycoon update became its largest expansion yet where players could build and manage their very own salon within the amikaverse. This game mode presented a separate map with fresh gameplay mechanics, as well as new user goals and incentives. Around this time, UGC giveaways had become one of the experience's defining qualities and a driving force for new users, so I ensured that the supporting visuals were still producing excitement for earning these exclusive rewards.
Experience Icon
Icon for Salon Tycoon Update
Thumbnails
Banner for Salon Tycoon Update
Thumbnail for Salon Tycoon Game
Thumbnail for Bubble Bow Hair UGC
Social Video
Social Video for Salon Tycoon Update


004. User-Generated Content (UGC) Design

i. Supersuit
(2025)
Made to represent amika's January 2025 “Unleash Your Hair Hero” campaign promoting their Superfruit Star hair oil product, rooted in superhero comic aesthetics and visual motifs. The final supersuit design carried the campaign beyond marketing and into gameplay while embracing Roblox's playful sense of self-expression.
Concept & 3D Model
Jess LaFrance | Ikhsan Peryoga
Final Mockup of Supersuit UGC
Final Model of Supersuit UGC
Thumbnail
Thumbnail for Supersuit UGC

ii. Party Aura
(2025)
To celebrate the official one-year anniversary of the amikaverse, I designed a festive aura resembling falling confetti in amika's signature colors with branded hearts and logo iconography surrounding the user’s head. The goal was to create a commemorative accessory that felt joyful enough to wear long after the celebration had ended.
Concept
Jess LaFrance
3D Model
Ikhsan Peryoga
Final Mockup of Party Aura UGC
Final Model of Party Aura UGC
Thumbnails
Thumbnail for Party Aura UGC
Thumbnail for all amikaverse UGC, including the Party Aura UGC

iii. Midnight Mender Aura
(2025)
Designed alongside the real-time release of amika's Midnight Mender reparative hair mask product, this floating moon halo drew directly from the campaign's aurora borealis gradient and celestial vibe. The final concept became a recognizable extension of the product launch and a very popular UGC item in the experience.
Concept & 3D Model
Jess LaFrance | Ikhsan Peryoga
Final Mockup of Midnight Mender Aura UGC
Final Model of Midnight Mender Aura UGC
Thumbnail
Thumbnail for Midnight Mender Aura UGC
Pop-up Module
Module for Midnight Mender Aura UGC

iv. Miami Nectar Aura
(2025)
This collaboration between amika x Ellis Brooklyn celebrated a limited-edition fusion between the respectively iconic Perk Up and Miami Nectar products. Pulling from both visual identities, the final concept blended fragrance notes with tropical and dreamy vacation imagery to create a UGC item that felt balanced between both brands and represented the product well.

Concepts
Miami Nectar Aura UGC v1 Mockup
Miami Nectar Aura UGC v2 Mockup
Miami Nectar Aura UGC v3 Mockup
Thumbnail
Thumbnail for Miami Nectar Aura UGC
Pop-up Module
Module for Miami Nectar Aura UGC

v. Summer of Smooth Waves
(2025)
To kick off summer the smooth way, amika released a collection of anti-frizz products designed to combat humidity. I extended the smoothness into the amikaverse by presenting wearable hairstyles inspired by silky blowouts and the collection’s sunset gradient. An alternative short hairstyle was also pitched, though the longer silhouette was ultimately chosen.
Concept & 3D Model
Jess LaFrance | Ikhsan Peryoga
Smooth Waves UGC option #1: Long
(chosen concept for experience)
Smooth Waves UGC option #2: Short
Final Model of Smooth Waves UGC
Thumbnail
Thumbnail for Smooth Waves UGC

vi. Anti-Frizz Umbrella
(2025)
Following the Smooth Waves release, the campaign called for another UGC item that fell under the anti-frizz umbrella. Speaking of which, I developed an over-the-shoulder parasol accessory with amika’s colors, pattern, and logo; symbolically representing the product's protective barrier while simply being adorable.
Concept & 3D Model
Jess LaFrance | Ikhsan Peryoga
Anti-Frizz Umbrella UGC v1 Mockup
Anti-Frizz Umbrella UGC v2 Mockup
Final Model of Anti-Frizz Umbrella UGC
Thumbnail
Thumbnail for Anti-Frizz Umbrella UGC

vii. Sea Buckthorn Berry Crown
(2025)
To truly honor amika's hallmark ingredient, the sea buckthorn berry, I wanted to give amikaverse users the royal treatment by proposing a crown headpiece composed of the ingredient. Initially, I explored a more natural interpretation of the accessory, but the concept evolved into the ornate royal crown that graced the experience definitively.
Concept & 3D Model
Jess LaFrance | Ikhsan Peryoga
Sea Buckthorn Berry Crown UGC v1 Mockup
Sea Buckthorn Berry Crown UGC v2 Mockup
Final Mockup of Sea Buckthorn Berry Crown UGC
Thumbnail
Thumbnail for Sea Buckthorn Berry Crown UGC
© 2026 Jess LaFrance
Top | Next