LURK

When we first set out to create LURK, the idea was simple: develop a universe that could seamlessly stretch across digital content, books, games, and toys. But what began as a story and product concept soon turned into a much larger and more ambitious project that required deep world-building, character development, and creative direction to bring it to life.

Okay, so the idea wasn't simple. But it was a passion project which made it all worth while.

At its core, LURK is an adaptation of the game Ghost Fightin’ Treasure Hunters, but we knew early on that it needed to be more than just a standalone product. The goal was to build a narrative world that would engage kids and families across multiple platforms, immersing them in the adventure beyond the board game.

Expanding the Universe

The challenge was clear: How do we take the core game and stretch it into something with legs in other formats like comics, video, and even additional games? The solution was in world-building—developing characters, settings, and storylines that could resonate across different mediums without losing their cohesion or charm.

I co-concepted the entire LURK universe from scratch, creating the character designs and guiding their evolution to make them feel dynamic and relatable. Each character had their own unique backstory, quirks, and motivations, making them more than just “game pieces” but protagonists you could root for across a range of stories. From Leo, the brave leader, to Hawkins, the enthusiastic comic relief, the characters were intentionally designed to be flexible enough for a variety of scenarios—whether battling mummies in a pyramid, hunting for treasure on a ghost ship, or investigating paranormal activity in a haunted mansion.

A World of Stories

The real magic came in the story development. I directed the creation of several storylines that formed the backbone of LURK’s expanded universe. Each story was designed to take the players on new adventures, from small-town mysteries to supernatural encounters in far-flung locations. Whether it was zombies rising from the grave or ancient pharaohs seeking revenge, every story followed a structure that kept the tension high while emphasizing teamwork and problem-solving.

These narratives weren’t just afterthoughts—they were essential in making LURK a brand that could thrive beyond its original game format. Each plot was crafted to leave room for future expansions, and new adventures could easily be added to the growing catalog of stories, allowing the universe to evolve naturally over time.

Visual Identity & Design

Character design wasn’t just about making the protagonists look cool; it was about visually representing who they were at their core. I focused on ensuring that the designs of Leo, Edison, Marie, and Hawkins reflected their personalities and roles within the story. Leo’s confident, action-ready stance, Edison’s brainy gadgets, Marie’s athletic energy, and Hawkins’ lovable, bumbling charm were all elements I honed through countless sketches and iterations.

Every visual aspect was carefully considered, from the supernatural creatures to the eerie environments, ensuring that the aesthetic would be adaptable for use in digital media, toys, or even an animated series.

The Long Game

Creating LURK wasn’t just about building a game—it was about building a world that could be explored in many different ways. The time and energy put into developing this universe stretched far beyond the initial concept. It required collaboration with writers, illustrators, and product designers, ensuring every element aligned with the overarching vision.

The result was a robust, versatile brand that could stretch into new mediums while maintaining its core identity. Through LURK, we built a world of adventure that kids and families could engage with on multiple levels, sparking their imagination and allowing them to experience these stories in any format.

LURK represents one of the most rewarding projects I’ve had the pleasure of co-concepting—blending storytelling, design, and strategy to create something that continues to evolve.