Arctic Arena
BRAND & WEBSITE
Arctic Arena
2021, Branding & Product Design
Problem
Arctic Arena, hosting gaming events in Svalbard, lacked a distinctive identity and online presence without a logo and dedicated website. This hindered effective engagement with their audience of gamers, game producers, and e-sports coaches.
Goal
Create a unique logo and a vibrant website that captures the modern, dynamic essence of Arctic Arena. The aim is to connect with the gaming community during November events in Svalbard, leveraging the mystique of the Arctic's dark nights illuminated by polar lights. Collaboration with Ayswarrya G. ensured seamless client connection and project realization, see her contact.
MY ROLE
Study
Research / Competitors Analyzes
Brand
Initial Study / Brand proposal /Brand Guide
UX/UI
Design System / Information Architecture/ Site Map / Wireframe / User Test / Documentation
GOALS
Share to the world
Disseminate information about Arctic Arena events globally, targeting gamers, fans, and potential sponsors. The goal is to amplify awareness and participation on an international scale.
Connect
Foster a strong connection within the gaming community, creating an interactive platform for gamers, enthusiasts, and industry professionals to engage, share experiences, and participate in Arctic Arena events.
Products
Facilitate access to exclusive event products and merchandising. The goal is to offer a seamless online experience for enthusiasts to explore and acquire Arctic Arena merchandise, enhancing the overall engagement with the brand and events.
BRAND
Embarking on the Arctic Arena project, my journey began with the creation of its distinctive brand. As a visual designer, my roots in brand design added a layer of passion to this endeavor. Although my current focus has evolved beyond specialization in brand design, the opportunity to delve into it once again brought genuine pleasure.
BRAND PLAN
Research and Brainstorming
The initial phase involves immersive research and brainstorming. Understanding the essence of Arctic Arena, its target audience, and the unique Arctic setting during November events. This exploration lays the foundation for conceptualizing a brand that resonates authentically.
Ideas Test and Options
Building upon the insights gained, the next step involves testing and refining ideas. This phase allows for the exploration of various design options, ensuring alignment with Arctic Arena's dynamic and modern identity. Iterative testing refines the visual elements to ensure optimal representation.
Final Brand
The culmination of the process results in the creation of the final brand. This embodies the spirit of Arctic Arena, encapsulating its modern, dynamic, and mystical attributes. The brand serves as a visual anchor, anchoring the essence of the gaming events against the captivating backdrop of Svalbard's Arctic nights.
PRIMARY
Main Yellow Font
#FFDD85
rgb 255 221 133
C 0% M 13% Y 48% K 0%
Detail Yellow Font
#D2A530
rgb 210 165 48
C 0% M 18% Y 64% K 18%
Dots 1 Yellow
#FFD260
rgb 255 210 96
C 0% M 18% Y 62% K 0%
Dots 2 Orange
#FFAC60
rgb 255 172 96
C 0% M 33% Y 62% K 0%
Dots 4 Mid Pink
#EE2C7B
rgb 238 44 123
C 0% M 76% Y 45% K 7%
Dots 3 Light Pink
#F14B8F
rgb 241 75 143
C 0% M 65% Y 38% K 5%
Dots 5 Dark Pink
#E01974
rgb 224 25 116
C 0% M 78% Y 42% K 12%
SECONDARY
Main Background
#13032A
rgb 19 3 42
C 9% M 15% Y 0% K 84%
Light Effect
#29064C
rgb 41 6 76
C 14% M 27% Y 0% K 70%
Functional
Casual
How we’d talk to the e-sports community. Go ahead and use slang that would be understood by most internet users.
Ex. social media posts, sports
community, Reddit, Twitch TV.
Neutral
When we’re neutral, we’re communicating something by way of the shortest route possible.
Firm, brave, grandiose.
Ex. The Game Awards.
Emotional
Celebratory
Arctic Arena is an esports event brand, the communication is always commemorative.
Ex. GG!
Organizational
The voice is organized, and inclusive, and conveys the confidence of trust and belonging.
Ex. Join us!
Inclusive
Everyone is invited and included in the events, the voice is neutral but, at the same time, it makes all participants comfortable.
AS AN E-SPORTS FAN, I WANT TO JOIN IN-GAME EVENTS SO THAT I ENJOY THE BEST FROM THE GAME SPORTS AND ITS COMMUNITIES.
WHO IS THIS FOR
Proto-Persona | Gamers
Description
Regular or professionals aged 16 years old and above.
Living around the world.
Games fans
Behavior
Living across the globe, their behavior is marked by active engagement in the gaming community, frequent participation in gaming events, and a keen interest in the latest trends within the gaming industry. They are likely to seek immersive and unique gaming experiences, eagerly anticipating events like those hosted by Arctic Arena to showcase their skills and connect with fellow enthusiasts.
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Needs and goals
Craves connections within the worldwide gaming community, valuing events that unite enthusiasts globally. Seeks opportunities like Arctic Arena to showcase skills on a global stage and stay abreast of the latest gaming developments.
Proto-Persona | Game producers
Proto-Persona | Gaming and e-sport coaches
Description
Rockstar, Activision, Capcom, Ubisoft, and more.
Description
E-sport teams, sponsors and game companies.
PROJECT PLAN
V1 - LITE Version
Home
About page
Sponsors website
V2 - Full Version
Home
About
Sponsors
Blog
Ecommerce landing page
Business landing page
STUDY
In the initial phase of this project, one of my favorite studies involved a comprehensive examination of competitors. This process went beyond merely collecting data; it delved into dissecting the section order and scrutinizing the nuanced decisions within each section. The primary goal of this study was to compare and contrast the underlying principles guiding the information architecture. I aimed to discern what these companies deemed most crucial to showcase to their users.
This meticulous analysis enabled me to categorize competitors into distinct groups and articulate the nuanced pros and cons inherent in their UX design choices.
Want to see all competidors study?
SITE MAP
The structure model chosen is hierarchical, which is a top-down structure starting from the homepage, with links to main pages with more pieces of information.
GRID SYSTEM
GRID SYSTEM
In this project, I opted for a more compact grid system than my usual approach. The design incorporates elements strategically placed on the sides of the page, featuring a title and a scroll "counter" indicating the number of sections on the page. Due to the presence of these elements, content placement was limited. To address this, I devised a grid specifically tailored to accommodate content within the available space, optimizing the layout for a harmonious and visually engaging user experience.
WIREFRAMES
FINAL SCREEN
HOMEPAGE
EVENT
ABOUT
STYLE GUIDE
Color Palette
Given the dark background, I departed from a traditional grayscale and embraced a dynamic yellow scale to infuse vibrancy and visual interest into the design.
Typography
While adhering to the conventional wisdom of employing two font types for optimal usability, this project took a deliberate departure. The decision was made to break this rule in favor of injecting an element of intrigue and uniqueness into the design, without compromising overall usability. This deviation serves to enhance visual appeal while maintaining a thoughtful balance in user experience.
Colors
Primaries and yellow scale
#F9D590
#FFD077
#FFCC48
#E4B63C
#D7A526
#B78C1E
#A17C1C
#83620E
Buttons
Hyperlinks
USER TEST: Unveiling Design Insights
Leveraging the Figma prototype, user tests were conducted to scrutinize the flow quality, with a particular focus on the eCommerce and business landing pages integrating external URLs. The primary insights derived from these tests revolved around nuanced details encompassing hyperlink styles, title clarity, and component behavior.
An illuminating example emerged during the initial version, where the anchor link was labeled "Start," a term commonly associated with gamers. However, post-testing, a decisive shift occurred to enhance clarity, leading to the adoption of "Tell me more" as a more explicit and user-friendly alternative. These tests played a pivotal role in refining the design, ensuring a seamless and intuitive user experience.
This proposal has been the version one focus.
Today you can access the site and take a look at the latest versions.
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Arctic Arena is an Ayswarrya G. client. This project is also part of Ayswarrya G.'s portfolio.
