TNT estd. 1990
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/Minecraft Email
/2025/
Client
Minecraft
Timeline
2022-2023
Date
Digital Designer, then system and playbook
Hired to help build the existing Minecraft emails. The job became a new look, a Figma system, and a playbook so development could actually build the modules.
The work
Stop decorating campaigns. Build the set they all come from.
Stop decorating campaigns. Build the set they all come from.
The problem
The problem
Ten Gun hired me to help produce the existing Minecraft emails. Those sends still had to feel like Minecraft, and they could not keep being one-offs. Anything new also had to get through Microsoft full-time employees and Mojang brand before it ever went live.
Ten Gun hired me to help produce the existing Minecraft emails. Those sends still had to feel like Minecraft, and they could not keep being one-offs. Anything new also had to get through Microsoft full-time employees and Mojang brand before it ever went live.
Ten Gun hired me to help produce the existing Minecraft emails. Those sends still had to feel like Minecraft, and they could not keep being one-offs. Anything new also had to get through Microsoft full-time employees and Mojang brand before it ever went live.
Why it mattered
Why it mattered
Mojang does not approve a vibe. They approve something they can recognize next month. Consistency at that level is a system problem, and it only sticks if design and development are reading the same rules.
Mojang does not approve a vibe. They approve something they can recognize next month. Consistency at that level is a system problem, and it only sticks if design and development are reading the same rules.
Mojang does not approve a vibe. They approve something they can recognize next month. Consistency at that level is a system problem, and it only sticks if design and development are reading the same rules.
What I did
What I did
The job grew into an overhaul of the look and feel. I built a Figma design system for the campaigns, then wrote an RM (Relationship Management) Design Playbook so the development team could build the modules without guessing from a flattened picture.
The job grew into an overhaul of the look and feel. I built a Figma design system for the campaigns, then wrote an RM (Relationship Management) Design Playbook so the development team could build the modules without guessing from a flattened picture.
The job grew into an overhaul of the look and feel. I built a Figma design system for the campaigns, then wrote an RM (Relationship Management) Design Playbook so the development team could build the modules without guessing from a flattened picture.
What we stopped
What we stopped
We stopped treating the work as just make this email. We also stopped handing development a screenshot and hoping the modules would match next time. That process made every campaign a restart.
We stopped treating the work as just make this email. We also stopped handing development a screenshot and hoping the modules would match next time. That process made every campaign a restart.
We stopped treating the work as just make this email. We also stopped handing development a screenshot and hoping the modules would match next time. That process made every campaign a restart.
What shipped
What shipped
We shipped a new campaign look, the Figma system, and the playbook. I presented the work and stayed in the room with Microsoft full-time employees and Mojang brand until it was actually deployed, not just approved in a deck.
We shipped a new campaign look, the Figma system, and the playbook. I presented the work and stayed in the room with Microsoft full-time employees and Mojang brand until it was actually deployed, not just approved in a deck.
We shipped a new campaign look, the Figma system, and the playbook. I presented the work and stayed in the room with Microsoft full-time employees and Mojang brand until it was actually deployed, not just approved in a deck.
What changed
Microsoft and Mojang signed off on the real thing.
Microsoft and Mojang signed off on the real thing.
Campaigns share one look instead of starting over. Development builds from the playbook, not from a flattened comp.
Design
Development
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