They had a logo. We gave it somewhere to live.
Ask About Games is UKIE’s platform helping parents navigate video games. They came to us with a new logo and a colour palette, a rough idea of what the site needed to do, and not much else. What they left with was a lot more than a website.
The situation
The existing site wasn’t working. Hard to navigate, difficult to update, and not built to scale. They also had a new brand identity that had never been applied to anything, so there was no template, no system, no rules for how it should actually look and feel in the real world.
My job was to figure all of that out.
What i did
I led the project end to end: in the client meetings, involved in scoping and pricing, designing the product myself, and line managing two developers and another designer through delivery.
The first thing I worked out was the brand. Taking a logo and a colour palette and turning it into a full working identity system is a different challenge to following existing guidelines. I built that system from scratch and in doing so gave them something they didn’t have before: a consistent visual language they could actually use across everything.
Then there was the database. UKIE had game data they wanted to surface but no clear idea how. We worked out how to integrate it, designed the experience around it, and built a tool that lets parents find age-appropriate games based on their child’s interests. The idea of how to use the data was ours. We showed them what was possible.
We also shaped the content structure throughout, giving direction on how information should be organised and presented, even though the words themselves were theirs.
What I led
- Reframed the platform around user needs
Simplified navigation and structure so parents could quickly find relevant information - Brought the new brand to life digitally
Created a consistent UI system that balanced clarity, accessibility and visual strength - Designed for content ownership and flexibility
Built modular templates within a CMS, enabling teams to easily create and manage content without technical support - Delivered a data-driven feature through API integration
Collaborated with developers to integrate an external games database and surface it through flexible page templates
👉 Key feature:
Find the right game tool
https://askaboutgames.com/find-the-right-game
This allows users to explore games based on age, interests and context using dynamically updated data
What came out of it
A platform that’s scalable, easy for their team to manage, and built around what parents actually need. A brand identity applied consistently for the first time. And a feature nobody had asked for that became one of the most useful things on the site.
Delivered on a tight turnaround with a happy client. Sometimes that’s the whole story.