Introduction

Dressup Sim by Frenzoo is a 3D boutique simulation game where players manage luxury fashion boutiques, design unique outfits, and compete in global style challenges. Starting in San Francisco, players expand to cities like New York, creating chic fashions, decorating stores, and styling characters with thousands of items, from elegant to edgy. This game also offers vibrant story mode quests and a creative community.

My Role

As a Game Designer for Fashion Empire - Dressup Sim by Frenzoo, I contributed to the game’s vibrant world of boutique management and fashion design. Initially, I supported daily operations by creating new bundle packs, crafting engaging stories and quests, and assisting with debugging to ensure seamless player experiences. Later, I designed innovative features to enhance gameplay and managed social media campaigns, producing visuals and posts for Facebook and Instagram to boost community engagement. Using Adobe Photoshop, Premiere, and AI tools like Midjourney and ChatGPT, I developed captivating content that aligned with the game’s chic aesthetic. My work blended creativity, collaboration, and strategic insight to elevate Fashion Empire’s global appeal.

Key Contributions

Fashion Pass

As the lead designer for the Fashion Pass, a season pass feature for Fashion Empire, I spearheaded the creation of an innovative system to elevate gameplay engagement. I designed the feature’s structure, defining its tiered rewards and progression mechanics, and crafted compelling content to enhance player retention, including exclusive outfits and challenges. I also developed wireframes to guide the UI/UX, ensuring a seamless and visually appealing experience.

Wireframe

Final Design

Branching Narrative Experience

I designed a limited-time Valentine’s Day event introducing a branching narrative experience to enrich Fashion Empire's storytelling without altering its legacy systems. Leveraging the game’s task system, where tasks unlock based on prior completion, I crafted a series of tasks requiring specific bundle pack items. This allowed players purchasing bundle packs to access exclusive storylines alongside premium content, delivering a novel, narrative-driven experience. My innovative approach balanced system constraints with creative storytelling, significantly boosting player engagement during the event.

Digital Advertising

To elevate Fashion Empire’s online presence, I managed its Facebook and Instagram pages, crafting strategic advertising campaigns. By researching target audience behaviours and analysing competitor strategies, I optimised post schedules using Facebook’s dashboard for maximum engagement. Leveraging Midjourney and game assets, I created diverse ads, including eye-catching meme series, interactive limited-time mini-games, and trend-driven fashion posts tied to current news. Using Facebook’s analytics, I evaluated post performance to refine content strategies, ensuring alignment with player preferences. My efforts produced visually compelling, data-informed campaigns that boosted community interaction and strengthened Fashion Empire’s brand appeal.