Overview
Brand & Visual Identity:Led the definition of PLAYA3ULL’s core values through stakeholder workshops and developed a new visual language including logo, font, layout, and a robust design system. This branding now drives marketing, social content, and UI across all digital touchpoints.
Outcome
Launched a new flagship site and design system now used across all online touchpoints. The rebrand has been widely adopted across marketing, with community feedback highlighting improved clarity around products like Nodes and 3ULL Coin, and better showcasing of game products. The onboarding flows (in development) provide a vastly smoother and more intuitive entry point for new users.
What I learned
This was a high-stakes, high-speed 0-to-1 design and product ownership challenge. It pushed me to define a company’s identity not by imposing a vision, but by extracting and elevating what it already stood for - visually, structurally, and experientially. The success of the launch reinforced the importance of collaboration, clarity, and strong systems thinking.