Project Overview

The PLAYA3ULL website serves as the public-facing home of the company’s game and Web3 ecosystem. Before I joined, the brand had no cohesive identity, and the main site hadn’t been updated since the company’s inception. My role was to lead the end-to-end redesign of the website and the creation of a new visual identity—from branding and design systems to onboarding and core flows like registration and account settings.

My Work

• 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.

• Main Website Redesign:
  Completely restructured the site’s architecture, content strategy, and UI. Synthesised product offerings into digestible sections, balancing clarity for new users with the excitement of a games company.

• Onboarding & Account Flows:
  Designed from scratch new user flows for registration, login, linking/unlinking wallets, and account settings—focused on simplicity, accessibility, and mobile responsiveness.

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.

Learnings

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.