In 2015, following the success of three mobile trading card apps (BUNT, HUDDLE and KICK, our European football app), Topps Digital waded into it's first non-sports license—Star Wars. Topps has been making Star Wars cards since 1977—the first licensor to offer product based on the franchise ever. So it was only natural that it be our first foray into entertainment.
The key question was how to offer an app without real-time, current events tied into some type of gameplay. Would our diehard BUNT and HUDDLE fans gravitate to an app where all you could do was collect, trade and complete sets? Pivoting to set completion and a limited melding feature offered depth to our intrigued fans, but the timing was perfect— the app launched in early '15, just as the first wave of Episode VII: The Force Awakens trailers and photos were hitting the public. The resurgence in Star Wars nostalgia coinciding with excitement for the upcoming film created a groundswell of support for the app, pushing it to the top of the App Store rankings for entertainment games and creating a thriving secondary market
Based on the UI of our sports apps, the UX was changed slightly to reflect the lack of no real-time data or gameplay. I art directed both the content and UI design for Star Wars Card Trader by Topps, overseeing a team of staff and freelance content designers, establishing it's visual language and content guidelines. After a brief round of surveys among the established Star Wars community (on social media, in person at conventions, friends and colleagues) we had to decide what the key visual touchpoint would be for an expansive franchise—what was the most recognizable, all encompassing visual that tied the three originals, three prequels, cartoon and upcoming film together? The answer: the iconic opening crawl.
We set a palette rooted in black, white and yellow with reds, blues and tans for accent. The original body font was Franklin Gothic, the font used in the crawl and on early Star Wars packaging. The display font is always based on Lucasfilm's current global branding font (at the time it was "SwCrawl" — nowadays it's "Eund").