Brand & UI/UX · 2023

Magic Circle

Brand identity and UI/UX for app-based party games.

Roles: Brand Specialist, UX Designer
Skills: Brand Identity, UI/UX Design, Graphic Design
Client: Magic Circle
Scale: Magic Garden, 2,000,000 players in 2026

Goal & Strategy

A design process that takes a party game from wireframe to world.

Goal

Establish a consistent brand for a games platform with a lot of moving parts.

Strategy

A robust color set with consistent saturation and a universally recognized set of characters.

The Project

Magic Circle is a game studio building app-based party games—the kind you pull up mid-party and play with everyone in the room. I ran the graphic design process that established the studio’s foundational brand aesthetic and developed the UI/UX treatment for its core user stories.

The platform was built to host many different games, so the brand had to stretch without fraying. The palette solves that with a large set of colors held at a consistent saturation range: every component can have its own hue and still read as the same product. Emoji do the same job for characters. They are universally recognized and universally loved, and they make a party game feel instantly friendly without a bespoke illustration style to maintain.

Over a two-month engagement I delivered the logo, the palette, the type system, the UI kit, and the MVP user story shown below, from choosing a game to learning the rules to joining a room. The platform launched on that foundation, and Magic Circle’s Magic Garden went on to reach 2,000,000 players in 2026.

Graphic Design

Fonts