PLAYA3ULL

PLAYA3ULL needed an identity. The company had a games and Web3 ecosystem (Nodes, 3ULL Coin, multiple game products) but no cohesive brand to hold it together, and the main site hadn’t been updated since inception. I led the end-to-end redesign of the site and the creation of a new visual identity, including the design system, onboarding, and core flows like registration and account settings.

The challenge wasn’t a lack of product — it was a lack of through-line. The company had multiple commercial offers (Nodes, 3ULL Coin, games) that the existing site couldn’t articulate, and the visual identity carried no consistent point of view. Users couldn’t tell which products were core, what 3ULL Coin was for, or how the games fit. The brand needed to come from inside the company, not be imposed from the outside.

I ran a series of stakeholder workshops with the leadership team to extract the company’s core values, the audiences they were trying to reach, and the products they wanted to elevate. The point wasn’t to author a vision in a vacuum — it was to surface what PLAYA3ULL already stood for, in language and structure the team could rally behind.

The workshops gave us a tighter set of values and a clear product hierarchy. From there, I translated the strategic outputs into design direction: a visual language with a single confident point of view, an information architecture that put Nodes and 3ULL Coin where users could actually find them, and an identity that could carry across marketing, social, and in-product UI without rebuilding itself for each surface.

Three coordinated deliverables:

• Brand and visual identity. Logo, type system, layout principles, motion, and tone — all derived from the workshop outputs.
• A robust design system. Tokens, components, and patterns that could span product UI, marketing, and social without drift.
• The flagship site and core flows. Site redesign, onboarding, registration, account settings — all built on the new system.

Launched a new flagship site and design system now used across all online touchpoints. The rebrand was widely adopted across marketing, with community feedback highlighting improved clarity around products like Nodes and 3ULL Coin, and better showcasing of the games portfolio. The onboarding flows (in development) provide a much smoother entry point for new users.

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 running brand work through real stakeholder workshops rather than aesthetic guesswork, and of investing in a system that the team can keep extending without me.