Secret Lair is the party inside the party at Magic: The Gathering, blending everything players love about Magic with pop culture. Each product puts a new spin on fan-favorite cards or introduces something entirely new to the Magic product line—think collaborations with all kinds of artists, bold and unexpected art styles, and exciting crossovers with iconic franchises from around the world.
Sr. Narrative Game Designer & Sr. Copywriter (2022 - 2025)
Responsible for developing product concepts, art descriptions, flavor text, and marketing copy for internal and licensed IP.
Ensure every product tells a story through design that combines art, copy, and mechanics.
Product Concepts & Pitches
100+ Secret Lair Drops (4-8 card pack with all-new art)
7 Commander Decks (100 card decks with a unique mechanical theme and 10-20 pieces of new art)
4 Flagship Products (nontraditional or new to the Magic ecosystem)
Art Descriptions for 1200+ cards
Flavor Text for 800+ cards (not all cards get Flavor Text)
Product Names and Descriptions for 200+ Products and Bundles
100% YOY revenue growth from $50M in 2023 to $100M in 2024.
Case Study: Goblingram
The Pitch: Goblin tinkerers have finally invented social media and . . .
it’s a bit weird.
Product Architecture:
- 5 fan-favorite goblin cards + 1 secret “Troll” card.
Art: MTG House Style (painterly fantasy) featuring Goblins in social media poses.
- Couple Selfie
- Gym Selfie
- Furbabies Selfie
- Car Selfie
- Friend Group Selfie
- "Troll” with awkward Dad Selfie
Graphic Design & Copy: Reimagine the iconic MTG card layout as a modern social media post.
- Card Name and Creature Type as social handle
- Power/toughness as “like” and “love” buttons
- Rules text as post copy.
- Flavor Text as other goblins’ comments
Case Study: Adventures of the Little Witch
The Pitch: Charming anime art tells the story of a young witch on a
Miyazaki-esque adventure.
Product Architecture:
- 4 complimentary cards with cozy-yet-adventurous names.
Art: Whimsical illustration by Heikala featuring a young witch on an adventure.
- She meets a new friend.
- She takes a nap in the sun.
- She discovers a new, fantastical location.
- Her housecat-drawn cart.
Flavor Text: Playfully adds humor and context to the story in the art.
- Best friends come in all shapes and sizes.
- Sometimes the coziest bed is a flower bed.
- When your cart is drawn by cats, you make a lot of detours.
- The journey is more profound than the destination, but the destination can be pretty great too.
