Rhys Hayden

I am Rhys Hayden, a freelance artist, digital illustrator and 2D game artist based in London, with strong creative roots in Switzerland and frequent stays in Basel. I create digital illustration and game art with a focus on character, atmosphere and visual storytelling, working across publishing, commercial projects and selected game related commissions.

Freelance Artist, Digital Illustrator and 2D Game Artist

I studied Art and Design and Game Design in Uxbridge, London, from 2008 to 2012. After graduating, I spent several years in study trips, voluntary work and charity work, and since 2015 I have worked independently as a freelance artist. Today, my practice brings together digital illustration, game art and character focused image making shaped by observation, imagination and attention to detail. Alongside my freelance art practice, I run my indie game studio, Rhycicle Studio London (external link), where I am currently developing Ino’s Odyssey, a queer friendly space adventure visual novel shaped by storytelling, atmosphere and visual design.

Illustration, Game Art and Character Focus

My work includes digital illustration, book and commercial illustration, and 2D game art for a range of visual contexts. I am especially interested in character design, diegetic props and items, and UI art for games, including HUD and menu design. Across all of these areas, I am drawn to expressive, story led visuals where atmosphere, subtle emotion and imperfect details help a subject feel vivid and real.

Visual Style and Influences

I have wanted to be an artist since childhood, and drawing has always been one of the main ways I understand the world around me. Growing up in London shaped my eye for everyday rhythm, small visual moments and urban detail, while nature, especially the sea, continues to influence my sense of mood, lighting and atmosphere. I also draw inspiration from visual culture between the 1980s and 2000s, which feeds into the retro leaning, semi realistic quality of much of my work. Switzerland adds another layer of influence to that visual language and remains an important part of my creative life.

Approach and Values

I see artistic practice as carrying social as well as aesthetic responsibility. Because of that, I pay close attention to inclusion, equality and representation in the contexts my work enters. I want the projects I contribute to feel thoughtful, respectful and ethically aware, especially in relation to LGBTQ+ communities and the wider cultural narratives that shape how people are seen.

Based in London with occasional creative stays in Basel Switzerland

I am based in London and regularly spend time in Basel, and I welcome commissions and collaborations in the UK and Switzerland. Whether the project involves digital illustration, publishing, concept art or game related visual development, I am interested in work that values atmosphere, strong visual identity and human made craft.

Outside the Studio

Outside the studio, I enjoy vegetarian food, the teal colour of the English sea and cheese.