Second Life
Marketing and Advertising

Boosting Engagement & Activation for a Unique Audience

Linden Lab, a pioneer in online gaming and open-world experiences, needed to maintain and enhance the web presence for their flagship product, Second Life. As a 14-year-old platform with over a million active accounts, Second Life required constant website updates to support its vibrant virtual community. The web components (Marketplace, Destination Guide, Community, and Place Pages) were critical for user engagement, commerce, and discovery outside the in-world experience. As the only dedicated visual designer on the marketing team, I was responsible for a diverse range of design projects across multiple channels.

Designing for Second Life

Community Header

As part of the secondlife.com redesign and a community site web host transition, an updated header image was required. The initial plan used stock avatars, a limitation I identified that might not appeal to Second Life’s uniquely creative and expressive community.

Using a more authentic in-world photography approach, I provided creative direction on concept, avatar design, wardrobe, set design, camera positioning, lighting, and poses. Being my first in-world photography assignment directing talent, I coordinated with stakeholders to discuss talent management and ensure the new header aligned with brand goals. Using in-world photography, I created an authentic image capturing the Second Life community with a seasonal theme.

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Creative direction, in-world photography, and talent coordination culminated in this Second Life community header, designed to resonate with users relying on authenticity and a seasonal theme.

Email Marketing

To spark user excitement and drive participation in Second Life’s events, features, and premium benefits, I designed a series of emails. These emails required unique visual assets, some of which I generated through in-world photo shoots. Since I would be performing the staging and photography for these, I learned avatar customization, complex in-world photography techniques, including lighting, shadows, camera angles, depth of field, and specialized Second Life UI functionality, ensuring each email’s visuals were both beautiful and brand-consistent. Typography reflected the creativity in the Second Life community, enhancing user engagement and reinforcing brand identity across all marketing channels.

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These emails were designed to spark user excitement and drive participation in Second Life’s events, features, and premium benefits, fostering a passionate and engaged community.

Responsive Login and Footer Redesign

As part of a larger secondlife.com redesign focused on responsiveness and visual modernization, I redesigned the login and footer modules. Although Second Life users can only experience in-world environments in the PC or Mac application, they engage with Second Life’s web presence on various devices to access community features, marketplaces, and account management.

My design prioritized responsiveness and accessibility across all devices. I implemented an evolution of the brand while updating UI elements, modernizing the aesthetic while maintaining brand consistency. I incorporated footer design best practices to allow users to seamlessly interact with Second Life’s community and marketplaces. This included organizing key links and ensuring clear contact information for easy navigation.

Marketplace Banners

Recognizing seasonal shifts in user purchasing behavior within the Second Life Marketplace, I refreshed themes to resonate with user preferences. While maintaining marketplace branding, I designed three rotating masthead banners for the landing page. Two fashion-focused banners reflected observed trends in user avatar customization, while a home decor banner aligned with increased Spring interest in virtual home design.

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Inspired by Spring user activities, these Marketplace banners feature fashion and home furnishings, driving exploration and customization within Second Life and supporting affiliate marketing efforts.

Online Advertising

To expand Second Life’s reach through affiliate blogs, I developed targeted banner advertisements catering to diverse user motivations. For banners featuring user stories, I leveraged user-generated photos, enhancing them with headline treatments, retouching, and visual elements to create compelling narratives.

To showcase avatar customization, I designed a closed in-world shoot, sourcing props and avatar components from the marketplace and in-world vendors. This approach allowed me to directly address popular user interests, while effectively promoting Second Life to a wider audience.

“Traveling Virtual Family” Advertisements

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These Second Life banners, designed with user-generated content, focus on elements that Second Life residents are passionate about, such as role-play narratives and avatar customization designs.

PR & Outreach

Infographic

Using key statistics related to 3D objects, virtual commerce, and its expansive online world, I demonstrated Second Life’s continued relevancy and popularity, as well as its status as a pioneer in virtual world experiences. I supported the data using stylized visuals to create an engaging presentation. This presentation was designed to complement articles and press releases, which amplified Second Life’s story across online blogs and news sources.

Cinemagraph

To drive traffic to the Second Life Marketplace, this cinemagraph uses subtle, beautiful, and captivating motion to capture attention and entice viewers to explore promotional offerings, blending visual storytelling with marketing strategy.

Infographic: Celebrating Second Life’s 10th Anniversary

Second Life Holiday Sale Cinemagraph — Cinemagraph: Second Life Marketplace Holiday Sale

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These are a couple examples of creative designed to catch attention and drive results on various websites, blogs and social media.

Ready to create experiences users will love? Contact me and let’s bring your vision to life.

Let’s Connect

Second Life
Marketing and Advertising

Boosting Engagement & Activation for a Unique Audience

Designing for Second Life

Community Header

Email Marketing

14th Annual Music Festival Email

14th Anniversary Email

March Events Email

Spring Gift Email

Place Pages Email

Click the Thumbnails to Enlarge

Responsive Login and Footer Redesign

Marketplace Banners

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Online Advertising

“Traveling Virtual Family” Advertisements

“Virtual Family Bonds” Advertisements

“Dreamy Virtual Family” Advertisements

“Endless Customizations” Advertisements

Click the Thumbnail to Enlarge

PR & Outreach

Infographic

Cinemagraph

Infographic: Celebrating Second Life’s 10th Anniversary

Cinemagraph: Second Life Marketplace Holiday Sale

Click the Thumbnails to Enlarge

Ready to create experiences users will love? Contact me and let’s bring your vision to life.

Second Life Marketing and Advertising

Boosting Engagement & Activation for a Unique Audience

Designing for Second Life

Community Header

Email Marketing

14th Annual Music Festival Email

14th Anniversary Email

March Events Email

Spring Gift Email

Place Pages Email

Click the Thumbnails to Enlarge

Responsive Login and Footer Redesign

Marketplace Banners

Click the Thumbnails to Enlarge

Online Advertising

“Traveling Virtual Family” Advertisements

“Virtual Family Bonds” Advertisements

“Dreamy Virtual Family” Advertisements

“Endless Customizations” Advertisements

Click the Thumbnail to Enlarge

PR & Outreach

Infographic

Cinemagraph

Infographic: Celebrating Second Life’s 10th Anniversary

Cinemagraph: Second Life Marketplace Holiday Sale

Click the Thumbnails to Enlarge

Ready to create experiences users will love? Contact me and let’s bring your vision to life.

Second Life
Marketing and Advertising