sustainable VR GAME CONCEPT

What's the future you want to see?


How might we create a a civilization within 10 years on a remote island for a Technology Corporation with a green PR initiative?

Feb - Apr 2021
(2 months)
Concept Developer
Project Manager
Visual Designer
Pitch Deck
Annual Report
Concept Website

can we save the planet with games?


the problem

Create a civilization within 10 years on a remote island for a Technology Corporation with a green PR initiative.

our solution

Develop an interactive VR (virtual reality) game using the island to simulate the impacts of global warming.

View Prototype ➞

About MS Dos Island

Our team received a mysterious brief. Create a detailed settlement plan on the MS Dos Island, an imaginative isolated environment in the Pacific Ocean untouched by human lifeforms. This island is surrounded by healthy coral reefs and is inhabited by wild species like the beautiful, endangered Takahe birds. In this project, we had to navigate ambiguity through sustainable research, design thinking, and an extensive, detailed 10-year project plan.

You're probably still thinking the same thing we first did, "Okay, what's so special about this island?" Through our research, we uncovered several insights that helped us formulate a solution. We wanted to use MS Dos Island as a metaphor for change.

I know super vague still, right? We'll explain more below.



Settling on the island may pose environmental problems in the island.


The island may eventually go underwater due to effects of climate change.


Experiencing the effects of climate change may be an effective way to promote action.

Location of the mysterious MS Dos Island.

Working Agreements

To work efficiently as a a team, we created a working agreements document that established weekly check-ins, and scheduled workshop sessions.

Since this was our first time meeting each other virtually, each member also laid out their background, specialized knowledge, skills, and preferred form of communication.

This document was important to understand each team member's strengths & weaknesses to delegate roles & tasks more efficiently.


Ian Fenty and Geoff Moore collaborated in creating the prompt and imaginary location: MS Dos Island.
Their intention was to give aspiring interaction designers a difficult challenge rendered impossible, but expect reasonable results.

Ian Fenty


Geoff Moore


We had a stakeholder interview at the start of the project in order for them to answer any questions and concerns. After 8 weeks, we pitched them our concept and received feedback about how we could take Ecolution a step further.

Secondary Research

During the first phase of research, our team searched for any relevant sources that would help us build a civilization on an island. Then we divided and conquered secondary research into subcategories of our concept.

I dove into sources related to green public relations identity and brand building.


  • Communicating climate change to encourage environmentally friendly behavior is crucial in transforming knowledge into action.
  • Public relations assists by researching and finding out exactly what the customer is looking for in the way of products from the company.
  • If you have a story, public relations is in charge of making sure it is delivered to the right audience, in the right way. To do that, four elements have to be considered: the idea, the message, the channel, and the delivery.


This phase helped us find research topics on potential areas of research separated by categories.

There are many factors we have to consider when settling on an island.
We brainstormed all the questions we want to clarify on this chart.

should we settle on the island or leave it be?

conflict began to rise...

During the ideation phase, our team compiled all of the research we gathered only to realize that all other ideas we brainstormed paled in the knowledge of how dire the global climate crisis is. Rising sea levels and global warming would submerge the island in a matter of years, so we couldn't justify creating a new civilization onto a ticking clock.

from settling to protecting...

Based on the brief we were given, our team originally thought about tourism and human settlement on the MS Dos Island but the destructive practices of both concepts combined with global climate issues nudged us towards a different path. Instead, we refocused our efforts into asking how we could protect the island and environments like it.

Our final decision was to create a civilization within a VR game using the island to simulate the impacts of global warming.

Research Lenses

After finalizing our concept, each teammate separated into an individual subject area. You can view more detailed research information from each lens on the prototype website. Each teammate spent several weeks researching and developing their lens.

subject matter expert interviews

To collect information on my individual lens, I consulted with SME partners who sat down with me over Zoom to talk about their public relations and marketing experience. The interviews proved to be highly valuable and my team was able to extract key points in creating our public relations and marketing plan.

Crystal Jeong

senior Account Manager at Advertise Purple

Amanda Magalski

Account Executive at Finn Partners

Blue Kim

Strategist at Giant Spoon

Public Relations Strategy

After deciding our research lenses, we conducted a 2nd phase of secondary research & informational interviews/questionnaires from subject matter experts.

Between the marketing and PR efforts, we broke down each year into 4 phases. Throughout the entirety of the project, we initially focused on building brand recognition and awareness around our initiative. Afterward, we launched several marketing campaigns meant to build engagement and reach. After the initial industry introduction with our first game developed, we continued the same timeline efforts of launching new campaigns, tracking success metrics, and developing further based on iterations. Marketing’s main goal for the first year is to develop and grow brand awareness. Once initial awareness is established, the public image of the brand will grow. While marketing is focused on the visual aspect of the brand, the pr team will research outlets to collaborate with, reach out to top-ranked influencers, and start writing press releases. Even though the brand has to build up recognition, the pr team can focus on establishing relationships behind the scenes.



There is no one-fit-all strategy that will solve all of the issues that arise with crisis control, however there are a few actionable steps we can take to give us more time to re-evaluate and how to move forward.


Virtual realities encompass a smaller chunk of the global demographic we would hope to cater to, but in tackling one piece of the pie, we can tackle the other pieces as we grow.


Part of my team’s efforts is to make sure we finely comb the cultural nuances behind our marketing collateral to make sure we do not create backlash controversy.

What is the best PR strategy for a company and how do you measure the results of that strategy? 

A company is best positioned when they have a versatile PR/marketing plan. They should not just focus on one avenue of marketing but should instead have 3 - 4 strategies that all work together.

Crystal Jeong
senior Account Manager at Advertise Purple

gantt chart

Using Team Gantt, we created a 10-year timeline with each individual lens planning to develop the Ecolution game. All of timelines were dependent on the first release of Ecolution followed by several other launches.

Planning a project for 10 years can be hard! One issue our team encountered was making sure everyone's timelines aligned with the game's timeline. It was crucial to make sure the team made calculated efforts together when planning what would happen in what phase of the project launch. We found a solution by downloading a JPG version and draw a line down major milestones and phases to correct misaligned items.

Since my lens directly correlated with marketing, my timeline was in conjunction with public relations and marketing.

Contingency Plan

To ensure we cover all bases that may become a detriment to the success of our game, we each listed contingencies related to our lenses. Then, we compiled them into a master file rating from a scale of low to high the probability & impact of each risk.

website highlights

Based on a Real Island

We want to let players know this location is based on a real place. This may cause players to form an emotional connection towards the island and feel more compelled to help in some way.

Keep the Ocean Healthy

Players can feel as though they are taking care of the ocean.

Revive Nature & Community

MS Dos Island is the home of Takahe birds. We hope players find joy in repopulating an endangered species & bringing community to the island.

Contribute by Playing

Players are made aware much of the profit from our game goes into environmental restoration projects & organizations that aid in the combat against global warming.

About Page

Further details of our plan can be found in this section.

Research Lenses

We also included a summary of each of our individual research in the About page.

News Page

This is where artifacts from teammates can be found, such as merch & articles.

Patch Release Notes

Recent patch release notes include bug fixes, game updates, and introduces a new varieties of tropical fish.

Feedback & Critiques


For our Milestones, some terms such as "attention restoration theory" would need further elaboration. Additionally, other areas we need to be more clear about are titles in our timeline.


We also sent them a Canva board beforehand that outlines each team member's individual pages and artifact.


For our Milestones, some terms such as "attention restoration theory" would need further elaboration. Additionally, other areas we need to be more clear about are titles in our timeline.


The stakeholders found inconsistency with individual pages and some other details. Opportunities for improvement within these areas can be to use a cohesive template. The individual lenses were also too similar that there seems to be overlap and not enough bases to be covered.


Critiques on our "About" page included potentially making the landing page more inviting. We also have more opportunity to make the content more scannable rather than having walls of text. It remains unclear what the company is and why they decide to create a green PR initiative. Knowing this information could strengthen our narrative.

Overall Positive Feedback

Overall, much of our feedback after our 5-minute pitch was positive and well-received. Ian & Geoff liked the alternative of steering towards other positive prospects rather than settling on the island.

Here's a photo our team saying our last virtual goodbyes on Team Techie Takahe! (It was a great presentation day🤠)

post project thoughts


What Worked

Establishing weekly check-ins and work shop sessions helped us commit to times we could work together as a group. It also helped us to stay accountable with the work we were independently doing.
During our weekly check-ins, our group felt comfortable bringing up issues found along the way and thus, helping the team pivot slightly to address them.
As the project progressed, we opened up more during tough conversations and made it a regular meeting stand-up to ask  "What's keeping us from being present on this project?" Through these moments of vulnerability and creating safe spaces, we realized how circumstantial work and school is. We all had commitments we had to deal with outside of the project and did not want to burden each other with revealing our struggles. We wanted to stay accountable without complaining, but by opening up the space for difficult conversations we were able to utilize each others strengths to accommodate our weaknesses; and we ultimately found ways to lean on one another to get the project done.

What Didn't Work

Complications with website
One thing that was problematic during the final phases of the project was creating the website using the free version of Webflow. Because there is a limited amount of pages that can be made on the free version, our individual research pages required me to perform additional coding that was too complicated for team members to navigate into. Thus, many of us struggled to put information on our pages, creating errors, and others relying on team members to add in their information.
meetings with no agendas
Meetings were sometimes run without an agenda or a moderator, thus resulting in group members talking in circles without accomplishing anything. A few of us started to keep agendas for each meeting to make sure we stayed on track, and one or two other people would naturally speak as moderators, guiding the discussion to accomplish our goals. Although these tactics were beneficial, it wasn't consistent, so we ended up losing a lot of time, speaking in circles, and working solo. It would have been more efficient to have one or two people appointed as the meeting coordinator. This person(s) would have been in charge of scheduling, making meeting agendas, writing meeting recaps, and making sure the members stayed focused.

What I would do differently...

Do the extra work; it will show up in the final product.
We will always have to navigate around ambiguity in our lives. Even if you feel lost initially, take the additional steps to figure out what YOU should do next that makes the most sense. This will also inspire your team members and help guide them in case they felt lost too. Becoming comfortable with ambiguity is important in sparking confidence to navigate the future.
Assign project management roles and stick to them.
Our group didn't want to assign one project management role to one person and ended up splitting the tasks between members, but unfortunately, this became frustrating later on when we failed to be consistent. In the future, I would want to assign one person that role, but to also make sure they have the time/energy to follow through on PM tasks. It can get tedious to write meeting agendas, follow up with members, meeting recaps, and keep everything organized on your own on top of all the other work we were responsible for.
Your project will have a brand image whether you like it or not.
Your project will have a brand image whether you like it or not. So figure out early on what that should look like so it'll be easier to keep all team members' designs uniform. People remember memorable stories, so make sure the story you are telling is compelling and prepared enough to answer questions about the steps that led to the final concept.
View Prototype ➞
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