Case Study: Codename Castelet

Narrative System Design for a Cross-Media Fantasy Brand

Role: Creative Director & Author
Focus: Narrative systems, game design, publication layout, cross-functional leadership
Tools Used: Writing, D&D 5e mechanics, collaborative editing, layout design, social media strategy

Project Overview

Satin Puppets is a goth-pop duo known for their dark fantasy aesthetic, handmade crafts, and a devoted social media following. I was brought on to lead the development of a custom Dungeons & Dragons campaign world that would extend their brand into the realm of tabletop roleplaying—laying the foundation for a future actual-play web series and a new line of physical products.

As Creative Director and Author, I led all aspects of the project—from narrative design and system adaptation to publication layout and social media strategy. I collaborated with my writing partner, Dr. Cody Ashby, an expert in D&D mechanics, and worked closely with the duo’s music management team and a video production team to align creative vision with production timelines and brand goals.

What I Set Out to Do

• Translate Satin Puppets’ dark, esoteric world into a playable D&D-compatible campaign setting

• Adapt the D&D 5e ruleset to support non-heroic, atheistic, emotionally driven storytelling

• Design a publication that reflected the duo’s handmade aesthetic and DIY ethos

• Develop a social media strategy to introduce the campaign to a new audience

• Coordinate across music, publishing, and video teams to ensure brand consistency and production alignment

What I Built

• Narrative System Design: Re-engineered core D&D mechanics to support Satin Puppets’ unique storytelling tone—removing theological elements, restructuring narrative arcs, and creating new gameplay systems that honored the duo’s vision.

• Creative Collaboration: Worked with Dr. Ashby to ensure mechanical integrity while pushing the boundaries of what D&D could express.

• Publication Layout: Designed a zine-inspired campaign book described as “cards from grandma’s recipe box”—a tactile, emotionally resonant format that blended seamlessly with the duo’s visual language.

• Cross-Functional Leadership: Managed expectations across the music management team and a video production crew developing a companion web series.

• Social Media Strategy: Created a lightweight rollout plan that integrated with the duo’s existing content calendar—resulting in a 6000% increase in reach and 3000% increase in engagement within the D&D community.

Why It Matters

Though the project was ultimately paused due to contractual issues, it remains one of the most creatively ambitious and technically complex projects I’ve led. The campaign book entered playtesting and received high praise from industry professionals for its originality and depth. It stands as a testament to how narrative systems, brand storytelling, and cross-media collaboration can converge into a singular, immersive experience.

Example social media graphics.