PLAYA3ULL - Web3 Gaming Ecosystem & Brand
PLAYA3ULL
A full ecosystem redesign across brand, website, account flows, Shopify storefront, and merch strategy.
Project
The PLAYA3ULL website is the public home for the company's games and wider Web3 ecosystem. When our studio joined, the brand had no cohesive identity, the main site hadn't been meaningfully updated since launch, and the merch store felt disconnected from the product experience.
We led an end-to-end redesign of the ecosystem across the marketing site and Shopify merch store: defining brand foundations, building a shared design system, and overhauling key product flows including onboarding, registration, login, wallet linking, and account settings.
On the commerce side, we rebuilt the entire storefront, restructured the product catalogue, and designed a new line of game-driven merchandise to extend the PLAYA3ULL experience from screen to street.
Our Work
Brand and Visual Identity
We worked with stakeholders to define PLAYA3ULL's core values and translate them into a cohesive visual language. That included logo, typography, layout principles, and a robust design system that could scale across products. The new identity now drives marketing, social content, and UI across all digital touchpoints.
Main Website Redesign
We completely restructured the site architecture, content strategy, and UI. The new experience organises product offerings into clear, digestible sections that make it easier for new players to understand Nodes, 3ULL Coin, and the wider ecosystem while still feeling like a lively games company rather than a financial platform.
Onboarding and Account Flows
We designed new user flows from scratch for registration, login, linking and unlinking wallets, and account settings. Across these flows we focused on simplicity, accessibility, and mobile responsiveness so that both Web3-native users and newcomers could move through the experience with confidence.
Merch Store and Product Strategy
In parallel, we overhauled the Shopify merch store end to end. We rebuilt the storefront to match the new design system, restructured the product catalogue, and introduced new game-driven merch lines that extend the PLAYA3ULL experience from screen to street.
Outcome
The new flagship site and design system are now used across PLAYA3ULL's online touchpoints, from marketing pages to the merch store.
The rebrand has been widely adopted in marketing, with community feedback highlighting clearer communication around products like Nodes and 3ULL Coin and better visibility for the games themselves.
The updated merch experience and catalogue now feel like a natural extension of the brand, while the onboarding flows, now in development, provide a much smoother and more intuitive entry point for new users.
Gallery
From the original case study
Selected Work