How Optimum Partners helped Google design an original avatar system for a global gaming platform

Context
Google partnered with Optimum Partners to create a new system of player avatars for its global casual gaming platform. The platform reaches users across dozens of countries, offering lightweight games designed for accessibility and reach.

The challenge wasn’t simply visual. These avatars needed to carry emotional weight, reflect a wide range of identities, and feel native inside the games themselves — across varied screen types, interaction patterns, and cultural contexts.

The work started with a blank canvas. There were no existing templates. Every character had to be imagined, designed, and illustrated from scratch.

Challenge
We were asked to create a set of avatars that could:

• Represent diverse users in a way that felt human and respectful
• Maintain a consistent visual tone within a fast, casual gaming environment
• Work within strict performance and UX constraints
• Scale over time, with clear pathways for expansion and localization

Each character needed to feel distinct and approachable, without becoming a distraction or pushing too far into visual noise.

Solution
We began with concept development. Each avatar had a purpose and a personality before any illustration began. This approach gave our designs structure and intent — every detail was grounded in who the character was and how they might be used.

The visual execution focused on four key qualities:

• Clarity — clean silhouettes and facial expressions that translate well at any size
• Consistency — artwork that sits naturally within the gaming UI without visual conflict
• Inclusion — visual decisions reviewed through a global lens, not just aesthetic trends
• Narrative — each avatar had a backstory and emotional tone, giving it character beyond the image

Every illustration was original, with no reliance on libraries or prebuilt models. The work was driven by drawing, iteration, and feedback — not automation.

We also made sure the avatars could adapt. The system is modular, flexible, and built to grow — with room for more characters, themes, and variations as the platform evolves.

Outcome
The result is a library of custom avatars that bring identity and emotion into a product used by millions of players worldwide.

Each character is easy to recognize, simple to implement, and designed to feel personal. The system offers clarity without compromise — supporting gameplay without adding friction.

For Google, the avatars became a new creative layer. For users, they became a way to connect, express, and enjoy the experience more fully.