Madhura Pathare – Womenize! – Inspiring Stories
Womenize! – Inspiring Stories is our weekly series featuring inspirational individuals from games and tech. For this edition, we talked to Madhura Pathare, Founder & Game Designer at Cerize Studios. She speaks about about her journey from graphic design and advertising to founding her own game studio, describing how her curiosity for interactive creativity, educational experiences, and professional lessons in visual storytelling led her to merge art, technology, and purpose to create meaningful, impact-driven games like Fashion EcOver. Read more about Madhura here:
Hi Madhura! You’ve transitioned from a successful career in graphic design and advertising to founding your own game studio and pursuing a master’s in game design. Looking back, what were the key moments or decisions that shaped this transition, and what lessons from your past career do you find most valuable in your current work?
It wasn’t really a linear decision, more like a gradual realization. I had been working as a graphic designer in a digital ad agency for a couple of years, and while it was creatively fulfilling at first, I eventually reached a point of saturation. I remember thinking, “What can I do differently? How can I take creativity beyond visuals and make it more interactive?”
That curiosity really took shape when I worked on branded game campaigns. Watching people play something I had helped conceptualise and engage with a brand in such an interactive way was a turning point. It showed me that design could move beyond communication and become an experience.
I’ve always believed in using technology to expand design and to push it into new territories. That mindset made me realize that games aren’t limited to action or RPG genres. They can branch into education, emotional storytelling, or even relaxation, especially with the rise of casual and cozy games. It really broadened my perspective on what games can do and who they can reach.
My master’s at Kingston University was a real butterfly effect moment. If it weren’t for my thesis and the encouragement from my professors, I wouldn’t have pursued the idea of establishing my own game studio or developing my sustainable fashion game, which actually started as my thesis project. That experience made me realize how games can inspire awareness, change habits, and make a positive impact.
From my previous career, I’ve carried forward skills in visual storytelling, audience understanding, and brand communication, which now help me create games that are visually appealing and emotionally engaging.
In the end, this transition wasn’t about abandoning one field for another. It was about evolving how I express creativity and using technology as a bridge between art, interactivity, and purpose.
As both a full-time professional and a game studio co-founder, can you take us through what a typical day or week looks like for you? How do you balance the artistic, technical, and managerial sides of your work, and what moments bring you the most satisfaction or creative energy?
My weeks are definitely dynamic, but I like to keep a clear structure so I can balance both worlds. On weekdays, I work full-time as an Art Director with a digital ad agency, where my focus is on branding, campaigns, and concepts for clients. That keeps my creative muscles sharp and my eye trained for detail.
Evenings and weekends are when I switch gears and focus on my game studio – Cerize Studios, which is where I get to experiment and explore ideas more freely. That’s when I collaborate with my team, develop visual directions, and refine creative concepts. It’s a refreshing contrast because my full-time role revolves around precision and brand storytelling, while the studio gives me space to be more experimental and explore ideas with fewer boundaries.
Balancing the artistic, technical, and managerial sides comes down to rhythm and mindset. I treat each area as a different creative lens. Design gives me visual clarity, technical work challenges my logic, and the managerial side pushes me to think strategically about people and projects. I’ve learned that switching between these roles keeps me creatively active rather than exhausted.
I’m the happiest when a creative breakthrough happens. For example, I’ve been working on a game called Fashion EcOver, which is currently in development. It explores the intersection of fashion and sustainability through an interactive, visually engaging experience. The project is still evolving, but it’s been incredibly rewarding to see how our ideas are shaping into something meaningful. It combines my love for design, storytelling, and purpose-driven creativity, encouraging players to think differently about fashion, identity, and the environment.
Those moments, when an idea starts to align or a concept finally feels right, are what give me the most energy. They remind me why I chose this path – to merge art, technology, and emotion in ways that not only entertain but also inspire reflection and connection. I genuinely can’t wait to share Fashion Ecover with the world because it represents everything I believe in: creativity with intention, design that sparks thought, and games that have a meaningful impact.
You went from a BFA in Commercial Arts to earning a Distinction in MA Game Development. How has your education influenced the way you approach your creative work? And what tips would you give to aspiring game designers about combining learning in school with real-world experience?
My BFA in Commercial Arts gave me a strong foundation in design principles, visual communication, and the discipline needed to thrive in the creative industry. It was my starting point into the world of advertising, where I learned how to think visually, tell stories through imagery, and understand how design influences people’s perceptions. But once I stepped into the real world, I quickly realised that creativity doesn’t always follow the textbook. Sometimes you have to throw the rulebook out the window, figure things out as you go, and maybe survive a few all-nighters in the process.
Working in the industry taught me to adapt, experiment, and sometimes unlearn what I thought I knew. Real-world projects move fast, and there’s nothing like a tough deadline or a demanding client to sharpen your problem-solving skills. That hands-on experience shaped how I approach design far more than any classroom could.
Eventually, my time in advertising sparked a curiosity about interactive media and gaming. I wanted to create experiences people could engage with, not just look at. That curiosity led me to pursue my Master’s in Game Development. As an international student—as they call it—I came to the UK from India, and it was honestly a whole new world to understand. New culture, new education system, new creative perspectives. It took some adjustment, but it also pushed me out of my comfort zone in the best way possible. I didn’t set out to get a Distinction; my goal was simply to make my work solid, thoughtful, and original. The Distinction just happened to be a nice bonus for staying up too late researching and overthinking every detail.
My master’s experience completely changed how I see creativity. It gave me the confidence to explore deeper ideas, to connect design with emotion and interaction. Most importantly, it introduced me to my three coursemates who are now my co-founders at Cerize Studios. Without that experience or my professor’s support, Cerize probably wouldn’t exist today.
For aspiring game designers, I’d say this: balance what you learn in class or from others with what you try in real life. School gives you the theory, but practice gives you the story you’ll tell later. Don’t just chase grades or awards; chase curiosity. Build things that might fail, because you’ll learn more from those than from your successes. Collaborate, experiment, question everything, and most importantly, have fun with it.
I also believe that your network is your net worth. Many of the opportunities my team and I have received came through networking. So even if you have social anxiety or stage fear, try to step out of your comfort zone and connect with people. As someone who personally experiences social anxiety at networking events, I’ve learned that people do notice and, especially in the gaming industry, they’re often kind, supportive, and willing to help you through it. Don’t be afraid to approach someone or start a conversation, most people in this space genuinely appreciate passion and authenticity over confidence.And please, take part in as many game jams as you can. They’re fun, incredibly educational, great for your portfolio, and give you a real sense of how a game studio functions. Plus, they’re one of the best ways to meet mentors, industry experts, and fellow creators – especially if you’re a fresher or transitioning into games from another field like I did.