The Art of Character Design
for Games and Film
Clients who booked services like this:
Ubisoft, Electronic Arts, Embark Studios & others.
Project description
When it comes to designing characters for video games, film, or entertainment, it’s all about making them feel real. No matter how fantastical or unique, great character design always gives the audience a connection to a grounded, emotional world.
Details
Category: Art Direction, Concept Art, Illustration, 3D Design.
Highly detailed Concept Art.
Full body, Medieval Fantasy Character design. Utilizing Photoshop & Zbrush.
Turning Concept Art into Promo art.
Full body Medieval Fantasy Character design, with the addition of environment and mood.
Wild West Wanderlust.
Old West, Character design.
The Research Process in Concept Design
In concept design, the research phase is where the magic starts. It’s not about diving in with a pre-made idea but asking the right questions. What does the client need? What’s the competition doing? What goals are we aiming to hit? This process, while not always glamorous, is the foundation of any successful project. After all, if you fail to plan, you're planning to fail.
Using tools like mind maps and reference boards helps keep the creative process aligned with the objectives. These visual tools serve as a guide, ensuring every design decision responds directly to the project's needs.
A funny thing happens when we lay out ideas in this way—we start seeing connections that might have been missed. For example, we might ask, “How do we make this character more mysterious?” and at the same time wonder, “How do we show their introverted personality?” Seeing the project from this broad perspective often uncovers overlaps that take the design to another level.
Let’s say we want to create a hooded protagonist. This one feature not only adds mystery but can also symbolize the character’s introversion, instantly giving them depth. Good design is more than just aesthetics—it’s the result of careful planning and thoughtful choices that breathe life into the concept.
By laying this groundwork early, we avoid unnecessary revisions and blind guesswork. Instead of just hoping to stumble upon the right idea, we know exactly where to dig.
Miguel Nogueira has a clinically proven process for generating original ideas that has been utilized by major clients such as Electronic Arts and Ubisoft.
Deep Research in Character Design
A thorough research process is key to uncovering true value in character design. The deeper we dig, the more likely we are to find something meaningful. This principle holds true not just for design, but for any endeavor—whether it’s building a business, a relationship, or a creative project. The more we invest in the research and strategy phase, the greater the outcome.
For designers and clients, this research helps ensure alignment. By creating a style-scape—a cohesive visual guide that ties together the creative brief through images, symbols, colors, and motifs—we make sure the project speaks clearly and consistently. Everyone’s idea of a “cool character” is different. We all bring unique backgrounds and perspectives to the table, so getting on the same page early is critical.
With this method, we avoid endless rounds of revisions and unclear sketches. Instead, we build a strong foundation where everyone agrees on the direction. If adjustments are needed, they happen early on, preventing frustration later in the process.
While jumping straight into drawing might seem more fun, the real value comes from this strategic groundwork. Reading, researching, and planning may not be as interactive, but it’s what ensures that the final design truly resonates and achieves the project’s goals.
AI is sometimes utilized in the research process to expedite production. Like any process, it can be dissected and replicated. With Menog Creative, I have successfully replicated my research process using various self-made prompts.
Something like this can create alignment between the designer and the client, or a director, ensuring that all parties have the same vision for the project.
Using References in Concept Design
Some might think using references in design is cutting corners, but experienced designers know it’s about exploration and validation. To create impactful character designs, we need to understand what the competition is doing, how they’re doing it, and where the market has gaps that we can fill.
Relying solely on reference boards like Pinterest or Google Images can limit our creativity, while relying only on our own ideas risks alienating the audience. A design that's too unique might become something only we understand—an inside joke that fails to connect. The key is balance. By combining external inspiration with our own ideas, we create something that’s both innovative and relatable.
Connecting Emotion in Concept Design
The research process is about evoking feelings and emotions that resonate with the audience. Art direction is critical in achieving this. Take, for instance, Miguel Nogueira's observation of the natural allure of butterflies drawn to flowers. This composition captures a unique relationship, blending connection and disconnection to create a fresh narrative.
In this example, the flower tattoo motif connects to the butterfly while also offering a new twist. Viewers instinctively grasp the underlying message without the need for words. However, it’s a delicate balance—making the story too obvious can bore the audience, while overcomplicating it risks leaving them confused.
Like a punchline in a joke, the effectiveness of a design lies in its subtlety. If it’s too obvious, it loses its impact; if it’s too complex, it frustrates the viewer. Ultimately, art and design are powerful communication tools that convey stories and emotions, inviting audiences to connect deeply with the work.
Experimenting with AI in Concept Art
While AI technology in concept art has made significant strides, this case study emphasizes the importance of human creativity. AI can generate impressive compositions, but it often falls short in creating genuine emotional connections. A machine may understand trends and surface-level preferences, but it lacks the nuanced perception that drives human relationships and resonates on a psychological level.
At its core, art is about relating to people. This artwork aims to forge that connection, a fundamental aspect of the design and narrative. While I may not frequently rely on AI, I believe in studying it seriously. I’ve been impressed by AI's ability to rapidly generate ideas—a crucial asset for artists who thrive on experimentation and learning through failure. With just a prompt and a few clicks, AI helps artists quickly sift through concepts and eliminate less effective ideas without the need for extensive sketches.
However, as someone who values the artistic process, I find that the output from AI often lacks the depth that comes from creating something from scratch. While it can be a valuable tool for brainstorming, the true essence of art lies in the human touch—the ability to convey emotion and meaning that only a person can bring to the canvas. There’s a lot of controversy around AI lately, but it’s important that as a Designer, I would at least give it a fair try before coming up with a decision about it.
Reference Research for Effective Concept Design
No matter how imaginative or outlandish, it’s essential to root our original ideas in something tangible from our world—even the simplest elements can make a significant difference. This principle was a key lesson I learned from Syd Mead, the legendary concept designer behind the original Blade Runner film.
Syd once said, “If you establish a grounding point, then you can add weird stuff to your composition, and it won’t seem as strange.” Whenever he painted alien landscapes that felt too original or far-fetched, he would introduce crowds of people interacting within the scene. This technique brought balance and relatability to his work.
By grounding our designs in familiar concepts, we can then explore the bizarre and fantastical without losing the audience’s connection. This approach not only enriches our compositions but also invites viewers into a world that feels both innovative and relatable.
The process of delving deep into character design is always iterative and collaborative. We have a series of touchpoints, meetings, and syncs to ensure that we are all working towards the same goal. This is a great way to ensure a successful outcome through working together.
Categorizing References in Character Design
Categorizing our references is essential in the character design process. I like to organize my references into distinct categories: motifs, icons, and symbols related to the character; fashion design, including streetwear and subculture elements; hard-surface details; and body language. While hard-surface details may not seem crucial at first, they become invaluable when designing humanoids with robotic implants. Having these references ready ensures a cohesive look without interrupting the creative flow to search for them later.
At this stage, we’ve completed our research and clarified our vision. Instead of sketching aimlessly, we now have a solid understanding of what a great idea looks like—it’s embedded in our findings. Crucially, all parties involved agree on the design direction, ensuring alignment on the key results for what our character design should ultimately achieve.
There are various ways to test our ideas, and one of the quickest and most cost-effective methods is sketching. Whether using photographic bases, traditional pencils and paper, or digital tools like Photoshop, we start bringing our concepts to life.
I often blend different tools and methods in my workflow. For example, mechanical and hard-surface sketches are typically faster to generate using 3D software like Maya or Blender. In contrast, organic subjects are usually easier to tackle in 2D software like Photoshop. Often, I’ll create complex components in 3D—especially those with ball joints and pivots requiring precise perspective—before bringing them into Photoshop for further painting or sketching.
A viewport screenshot from Marvelous Designer, an industry-standard software package dedicated to 3D prototyping of fashion design.
Harnessing Technology and Trends for Character Design
Keeping abreast of software advancements and industry trends is essential for crafting compelling character designs. Take, for example, the viewport shot from Marvelous Designer displayed above. This industry-standard tool excels in clothing simulation, offering precise results and UV mapping that ensure garments look and feel authentic—just like a professional costume designer would prototype. This functionality is crucial for seamlessly translating character designs into films, CG trailers, merchandise, or live-action adaptations.
My workflow often involves blending various tools and techniques. Mechanical and hard-surface sketches are usually faster to produce in 3D software like Maya or Blender, while organic forms are best handled in 2D software like Photoshop. For intricate designs with multiple moving components—like ball joints and pivots requiring meticulous perspective—I typically begin in 3D to guarantee accuracy before moving the model to Photoshop for further refinement through painting or sketching.
By integrating multiple software packages—both 2D and 3D—we achieve a fast turnaround and maintain a flexible, scalable quality in our concept work. This hybrid approach not only enhances traditional concept art but also opens up new solutions through its byproducts:
Fully Functional Mechanical Designs: Blocked in 3D for engineering purposes, ensuring that every design is practical and ready for production.
Fashion Design in Marvelous Designer: Utilizing auto-generated UV maps streamlines the workflow, significantly reducing production time and manual labor for the 3D department.
Graphics and Decals: Created for game projects and branding, these assets serve as a comprehensive style guide for future character designs.
Efficient 3D Bases: Developed for marketing illustrations and concept art, this speeds up 3D production, allowing for a more efficient pipeline.
Realistic Character Design Fundamentals: Incorporating elements from real individuals who embody the desired vibe, social culture, and energy, enhances the authenticity of the characters we create.
This hybrid methodology empowers us to push the boundaries of creativity while optimizing our workflow, ultimately leading to richer, more engaging character designs.
Concept Designs © Miguel Nogueira
Character Design Solutions Trusted by Top Tier Organizations
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It’s very hard to find a professional like Miguel. Very organized, prolific and effective with his workflow. Not to mention the impressive quality of ideas he brings to the table. It’s an honor to have worked with him!
João Lira, Lead Concept Artist on Star Atlas, ATMTA Group
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The director loved the works we just delivered from our collaboration!Thank you for helping us.
Alice Zhang, Translator and Producer, NetEase Games
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I want to say that your proposal was the most professional I’ve seen in a long time, even better than most freelancers and other AAA studios we’re working with.
James Ohlen, VP Studio Head, Archetype Entertainment / Wizards of the Coast’ Company.
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Looking for a freelance concept artist with decades of experience in both AAA, indie and creative industries? Let’s bring your vision to life! Get in touch today to discuss your project and receive a free consultation.
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