Arena Branding & Product Design

What I did for this project:

Art Direction
Design Systems
Web Design & Development
UI Design
Digital Design
Decks & Presentations
Motion Graphics
Video Editing

Project Description

I led the branding and product design for Arena (originally named Cast), a streaming startup in the rapidly growing esports industry. With the global expansion of esports and its rising audiences, Arena is strategically positioned to capture a significant market share. My role centered on developing a dynamic and scalable brand identity that reflects the fast-paced, competitive nature of esports and equips Arena to stand out in this evolving space.

In close collaboration with Arena’s leadership, I transformed initial concepts into high-fidelity, web-ready designs and created compelling pitch decks and promotional videos that played a critical role in securing early-stage funding. By managing digital content across multiple platforms, I laid the foundation for Arena’s market debut, focusing on straightforward, impactful designs that attract investors and set the stage for engaging future customer experiences.

*Passion Project

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Brand Identity Elements

Home and Multistream UI

Multistream UI Flow

Analytics Dashboard & UI Elements

Promotional Video Used for Investor Meeting Intro

Process

Branding
From Cast to Arena

Originally named ‘Cast’, the project faced a major challenge during the design phase when we discovered that the desired domain, Cast.gg, was unavailable due to ownership in Russia, making acquisition impossible under current sanctions. This obstacle led to a strategic rebrand as ‘Arena’, inspired by the internal codename ‘Kitten Arena’. The rebrand not only resolved the domain issue but also provided a more dynamic and fitting identity for the esports streaming platform.

For the branding, I focused on capturing the essence of gaming culture, creating a distinctive approach that sets Arena apart from other streaming giants. I emphasized an edgy, tech-driven aesthetic designed to resonate with the core gaming audience. The visual identity leverages bold colors and sharp graphics to convey energy and movement, reflecting the fast-paced and competitive nature of esports, while ensuring the brand remains scalable and adaptable to future growth.

Logo Studies

Logo + Branding Studies

Branding Studies

Pivot from Cast to Arena

Comprehensive Brand Identity

Product Design
From Sketches to the Final UI

During the wireframe prototyping phase, we identified that the traditional left-column full navigation commonly used by streaming platforms didn’t align with our design vision. Unlike other platforms that focus on maximizing content density to boost engagement, Arena took a different approach by offering a curated selection of esports content. Our design focused on creating a clean and breathable interface, with simplified navigation that allows users to easily find and engage with content.

In contrast to Twitch, whose UI can feel fragmented and make content difficult to locate, and YouTube, which overwhelms users with excessive clutter, Arena’s design is streamlined and user-centric. This deliberate approach not only improves the overall user experience but also differentiates Arena as a platform where quality, simplicity, and accessibility are paramount.

Initial Product Sketches and Requirements from SVP of Product

Figma Wireframes & Prototyping

Initial Product Sketches & Requirements to Figma Wireframes & Prototyping to Initial Design

Home and Multistream UI

Multistream

One of Arena’s standout features is Multistream, which allows users to not only choose their preferred stream but also watch multiple streams simultaneously. The UI for this feature focuses on delivering seamless and intuitive animations for selecting and managing multiple streams, ensuring a smooth user experience. As a core component of Arena’s minimum viable product, Multistream significantly enhances user engagement, setting Arena apart from competitors like YouTube and Twitch by offering a more dynamic and interactive viewing experience.

Data & Analytics

Arena’s business model is centered around collecting and analyzing user data to offer valuable insights to esports teams on the platform. Unlike YouTube and Twitch, which don’t effectively monetize data for teams, Arena ensures that teams can profit directly from their streams. Designing an intuitive, user-friendly analytics dashboard to present this data clearly and efficiently was essential to the platform’s success. The dashboard empowers teams to make data-driven decisions, enhancing their engagement with Arena and positioning the platform as a unique, team-focused alternative in the esports space.