Oracle Cards for intuitive play
Creative Direction · Product Design · AI Experimentation · E-commerce · Manufacturing
The Goddesses of the World & Spirit Animals Oracle Cards are two card decks created to encourage reflection, imagination and intuitive thinking. Designed for individual use, coaching conversations and group settings, the cards use imagery, symbolism and prompts to encourage curiosity, self-reflection and personal exploration.
My Role
I conceived and led the project from initial idea through to product development, launch and production. My role covered creative direction, product and visual design, content development, digital experience, e-commerce and marketing, bringing the physical cards and their supporting content together as one connected experience.
The project also became an opportunity to experiment with generative AI as an emerging creative tool. Beginning in 2022, I combined AI-generated imagery with traditional digital design and art direction to develop the visual language of the decks. I explored how these tools could support ideation, image-making, writing and content production while maintaining creative direction and consistency across the final work.
From Cards to a Broader Experience
The project extended beyond the physical decks into guidebooks, articles, online resources, video content, website design and e-commerce. I developed these elements alongside the cards to give users different ways to explore the imagery, symbolism and ideas behind each deck.
The artwork was also adapted into a collection of print-on-demand lifestyle products, including notebooks, cushions, phone cases and blankets. This extended the visual identity of the project into physical products while allowing me to explore e-commerce, merchandising and on-demand production.
The decks launched in November 2023, supported by their own digital content, marketing and online retail experience.
Production & Manufacturing
In October 2024, I travelled to our manufacturing facility in China to work directly with the production team and review how the decks were being manufactured. I assessed materials, print quality, construction and finishing, identifying opportunities to improve both the cards and packaging.
Working directly with the manufacturer allowed me to make design and production adjustments based on the realities of the manufacturing process and ensure the physical product reflected the intended design quality.
Together, the project brought together creative direction, emerging technology, physical product design, content, e-commerce and manufacturing, taking an experimental creative idea from concept through to a commercially available product.
Explore the cards, products, website and e-commerce experience through the links below.
