Art direction · Key art · Store presentation

CUP OR DIE

One image. A deadly first impression.

A focused key-art engagement translating psychological horror into clear, production-ready visuals for a Steam store presence.

Client: EVLL Games
Engagement: Client project · Key-art engagement
Team: 3 specialists
Engine: Unity
Work period: Engagement started January 2026
Project status: Key-art delivery completed
Platform: Steam
Genre: Psychological horror / Casual

The project.

CUP OR DIE turns beer pong into a psychological-horror survival ritual. Flat Reality was commissioned to develop key visuals for the game’s store presence, with attention to genre expectations, composition and readability at storefront sizes. The engagement covered artwork and presentation support; game development belongs to EVLL Games.

The challenge

The key visual needed to communicate the gameplay premise and horror tone immediately, remain legible in Steam listings and give the client a consistent visual direction. Multiple options and editable source files were needed for practical store integration.

Designed around
the challenge.

A visual hook shaped for the store

Art direction and character exploration translated the prototype’s premise into a focused marketing composition. Lighting and focal hierarchy support the psychological-horror identity.

Genre-aware visual development
Character design for marketing
Composition and lighting refinement

An iterative delivery pipeline

Client feedback guided progressive refinement of the visual direction. Final assets were prepared for Steam usage, with source files and consultation on placement and page setup.

Reference and market-positioning analysis
Controlled feedback cycles
Production-ready exports and editable files

What we delivered.

Flat Reality’s scope within this project.

3 final key-art variations
Editable source files
Optimized Steam integration assets
Store-page setup and visual-placement consultation

From brief
to delivery.

01References and market positioning
02Prototype and concept interpretation
03Character exploration
04Composition and lighting
05Client feedback and iteration
06Final rendering and asset preparation
07Steam integration support

Quality throughout

Checks covered small-size readability, horror-genre consistency, focal hierarchy and Steam requirements. Improved visibility and click-through were design objectives; no measured uplift is claimed.

The outcome.

The engagement produced a finalized set of key visuals, a defined marketing identity and assets ready for store use. The original case records transfer under a full usage license. As of 28 October 2026, Steam lists the game for Q4 2026, with a demo available.

Final key-art variations: 3
Editable delivery: Source files
Prepared store assets: Steam-ready

Deliverables from the completed art engagement. Game screenshots and trailers below show the client’s product and are not presented as Flat Reality development work.