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 expanding esports industry. Given the significant growth in esports, with increasing global audiences and revenue, Arena is well-positioned to capture a share of this market. My role focused on creating a branding identity that reflects the dynamic nature of esports and equips Arena to compete effectively.

In collaboration with Arena’s leadership, I turned initial concepts into high-fidelity designs ready for web implementation. I also created pitch decks and promotional videos essential for securing early-stage funding and positioning Arena in this competitive landscape.

While managing digital content development across multiple platforms, my focus was on laying a robust foundation for Arena’s market debut. I aimed to produce straightforward, impactful designs that attract potential investors and pave the way for successful future customer interactions.

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Brand Identity Elements

Frames & Componets For Final UI

Select Slides from Investor Deck

Process

Branding
From Cast to Arena

Originally named ‘Cast’, the project encountered a significant hurdle early in the design phase when it was discovered that the desired domain, Cast.gg, was owned by someone in Russia. Given the sanctions against Russia, acquiring this domain was not feasible. This prompted a strategic rebranding to ‘Arena’, inspired by the internal codename ‘Kitten Arena’. This change effectively resolved the domain issue and provided the project with a dynamic and fitting new identity.

For the branding, I focused on capturing the essence of gaming culture, differentiating the approach from other streaming giants with a strong emphasis on design. Opting for an edgy aesthetic combined with modern tech elements, I aimed to appeal directly to the core gaming audience. The visual identity uses bold colors and sharp graphics to convey energy and movement, reflecting the fast-paced nature of esports.

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 early stages of wireframe prototyping, we realized that the traditional left column full navigation didn’t effectively utilize the available space for our design approach. Unlike mainstream streaming platforms that focus on maximizing content density to increase site engagement, Arena aims to offer a curated selection of esports content. We prioritized a design that allows content to breathe, featuring simple navigation that helps users easily find what they’re looking for.

In contrast to Twitch, whose UI can feel incomplete and often makes it challenging to locate specific content, and YouTube, which is so cluttered that it can overwhelm the user, Arena’s design is streamlined and user-focused. This approach not only enhances the user experience but also sets Arena apart as a platform where quality and accessibility are key.

Initial Product Sketches and Requirements from SVP of Product

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

Figma Wireframes & Prototyping